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IT'S TIME TO ACT ON REVENUE AT TRIBUTION
With the ear of CEOs and a finger on the pulse of customer experience, marketers are uniquely placed
to deliver on revenue expectations for their organizations. But to do this, a revenue attribution strategy
is critical.
It just makes sense. Revenue attribution ties the activities of your department and others directly to
the revenue they produce, proving the value of your department and your leadership.
There are significant challenges that you'll have to overcome, not the least of which is getting other
departments to help out with your attribution efforts. But again, marketing is the right department to
facilitate this kind of alignment. To make this happen, though, marketing has to become a true blend
of art and science. It has to become data-driven and data-aware and generate its own insights and
analysis in terms the organization measures: revenue.
Most managers know that nothing happens unless you put energy behind it. Revenue attribution will
require energy and resources, but why put resources into social media or any other channel if you
can't track it?
You have seen the stats and read the research. Now is the time for action.
NEXT STEPS TOWARD REVENUE AT TRIBUTION
It is telling that, while the majority of marketing leaders recognize the impact of revenue attribution,
nearly half have yet to roll it out within their organization. Clearly, there is a need for more actionable
information and practical resources aimed at helping marketers plan and implement an attribution
strategy.
The peer benchmarks and expert insights provided in this report are intended to provide some much-
needed context and clarity for marketers who need to keep pace with their peers and accelerate their
plans to implement attribution strategies.
For further learning and implementation resources, including tools, templates, webinars,
and more, please visit the DemandLab Revenue Attribution Resource Center.
