Revenue attribution helps make better decisions and aligns marketing results to sales earnings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 02, 2020, 1:02 AM UTC

Ascend2 recently surveyed 272 marketers to find the benefits of revenue attribution.

Of those polled, 44% of marketers are equipped with a revenue attribution strategy and 42% are in the process of planning one. Ability to make better decisions (59%), marketing and sales alignment (43%) and increased campaign effectiveness (37%) are the top benefits of revenue attribution listed by marketers.

79% of marketers believe that revenue attribution helped reduce friction between marketing and sales. 34% respondents “strongly agree”, 45% “agree” and 19% are “neutral”.

Data quality, analysing marketing impact at each buyer stage, and obtaining budget and staff, at 42%, 40% and 36% respectively, are the top obstacles experienced by marketers. Marketers consider social media marketing (47%) and content marketing (40%), as the most difficult channels to assess marketing results to sales revenue.

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