Marketers say revenue attribution – the practice of linking marketing efforts to a desired outcome (conversion, sales, profit, etc.) – enables better decision-making and helps align teams, according to recent research from Ascend2.
The report is based on data from a survey conducted in October 2020 of 272 marketers (44% of them have a revenue allocation strategy and 42% of them are either implementing or planning a revenue allocation strategy).
59% of respondents say a key benefit of revenue allocation is that it enables better decisions, and 43% say a key benefit is that it drives marketing and sales alignment.
79% of respondents agree that having an effective revenue attribution program helps eliminate friction between marketing and sales.
Top challenges in revenue allocation
According to marketers, the biggest barriers to success in revenue allocation are data quality and difficulty in analyzing the impact on the market at each buyer stage.
Respondents say that social media and content are the most difficult channels to analyze when allocating marketing results to sales.
About research: The report is based on data from a survey conducted among 272 marketers in October 2020.
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