Marketers say revenue attribution—the practice of linking marketing efforts to a desired outcome (conversion, revenue, profit, etc.)—enables better decision-making and helps to align teams, according to recent research from Ascend2.
The report was based on data from a survey conducted in October 2020 among 272 marketers (44% of whom have a revenue attribution strategy in place, and 42% of whom are either rolling out or planning a revenue attribution strategy).
Some 59% of respondents say a top benefit of revenue attribution is that it enables better decision-making, and 43% say a top benefit is that it drives Marketing and Sales alignment.
Some 79% of respondents agree that an effective revenue attribution program helps to eliminate friction between Marketing and Sales.
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