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It's surprising that the contribution of IT is
considered to be the least important of any
department toward revenue attribution.
Marketing needs to partner with IT for all
the technical skills marketing lacks: change
management, technology assessment, and
project management, to name a few.
- Eric Hollebone
Actionable Insights from DemandLab
SHARE THIS! Marketing attribution requires the
participation of several departments as well as support from
the executive team. To get these people on board, marketing
leaders need to remember that they are asking for change
and that change is rarely easy. It is often avoided, in fact,
because unless people are experiencing a problem, they are
inherently reluctant to change. There are ways to make it a
win for these other departments.
Make that initial ask small, even trivial, and give them a reason
to want to help. It helps if marketing leaders understand what
it is that makes other leaders tick. The CEO is looking for
revenue growth to support company growth. The COO wants
to foster better customer onboarding and engagement, while
the CFO tends to be focused on ROI and budgets. Sales is
looking for better quality leads and increased conversions.
Take the time to look at your attribution strategy from
the perspective of these stakeholders. Then identify and
communicate exactly what is in it for each of them. Make
it easy for them to help, and embrace the changes you are
requesting.
