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THE LEADERSHIP OUTLOOK
ON REVENUE AT TRIBUTION
Marketing leaders face a landscape of shifting priorities, and
aligning marketing efforts with revenue is one of the most
persistent challenges that marketers face.
The DemandLab and Ascend2 Revenue Attribution Outlook
Survey gauged how marketing leaders are addressing this
challenge and successfully executing a revenue attribution
strategy.
This Insights Report represents the expert opinions of the
DemandLab executive leadership team, alongside their
recommendations for how marketing leaders should implement
a successful revenue attribution strategy and why that should
happen now.
How Can Marketers Lead With a Revenue
Attribution Strategy?
Understanding how our fellow marketing leaders view revenue
attribution can help us anticipate and understand both the
challenges and benefits of revenue attribution, particularly
as we attempt to convince others to help us implement an
attribution strategy.
In addition to providing insights from marketing leaders, this
report also provides unique insight into how successful revenue
attribution strategies can and should be implemented. There
is no question that marketers believe revenue attribution is
important–nearly all (95%) of the marketing leaders surveyed
believe it is critical to strategic success. Still, 24% have no plan
to implement this type of strategy and another 25% are only
considering one for sometime in the future. It is worth asking:
what exactly is holding CMO's and their teams back?
IN THIS
REPORT
This insights report examines revenue
attribution through:
• Peer benchmarks
• Leadership challenges
• Expert insights
Further Learning
For complementary learning materials,
visit the DemandLab Revenue
Attribution Resource Center.
