Data is the fuel that drives your organization forward, guiding nearly every critical business decision you make. Your company’s data needs to be accurate, organized, and reliable.
For marketing and sales teams, this means emphasizing data hygiene strategies and best practices that keep your Marketo and Salesforce databases free from dirty data, which includes:
👉 Duplicates
👉 Typos
👉 Outdated information
👉 Incomplete entries
👉 Prospects that don’t align with your target persona
While many leadership teams understand this, the data hygiene strategies they employ are often insufficient or poorly enforced. And nothing is more damaging to campaign ROI than dirty data.
Dirty data risks
A database with bad data runs the risk of campaigns going to the wrong people and will leave sales reps chasing prospects who are no longer relevant to your offers.
“A marketer’s job becomes more challenging when you have to explain why customer relationships are strained.”
This is also a surefire way to hinder your sender’s reputation when those offers are inevitably marked as spam by incorrect recipients.
As a marketer, your job becomes much more challenging when you have to explain to leadership why customer relationships are strained, and campaign performance is dropping.
Data management pain points
If you want to harness the full power that Marketo and Salesforce can offer your business, it’s essential to maintain a clean database. But this is easier said than done.
We see so many marketers constantly struggling to effectively manage their data within these systems, which aggravates common pain points such as:
1. Duplicate Information
When your Marketo instance is filled with duplicate records, your customer data becomes inaccurate and unreliable.
And, if you can’t trust your data, you lose your ability to make important decisions that impact campaign effectiveness.
Not to mention, duplicates directly translate to avoidable expenses, as Marketo charges based on record totals. For companies with a significant inflow of data coming in, cleaning and correcting duplicates by hand will plummet overall team productivity as well.
2. Complex Workflows & 3rd Party Apps
Since Marketo lacks out-of-the-box data normalization or clean up flows, many companies must resort to complex workflows and 3rd party apps to automate this process – neither of which is ideal.
These data normalization workflows in Marketo are difficult to set up and typically involve very slow flow steps that stifle momentum and productivity for teams.
And 3rd party apps that merge duplicates can get very expensive, normally costing upwards of $4,000 per year on a subscription basis.
👉 Offers a customizable Salesforce dashboard for real-time data quality status.
With this solution, you get a comprehensive set of features previously unavailable to our customer base:
➡️ Merge Marketo Duplicates: Identify and merge duplicate information in Marketo for improved data integrity and accuracy. This will streamline data management processes and boost data-driven decision-making confidence.
➡️ Streamline Data Normalization: Effortlessly update standard database fields for each record, including:
country
country phone code, and
website information.
This will reduce reliance on third-party apps and eliminate the need for complex, tedious flow steps in Marketo – allowing marketers to maintain a clean and reliable database for better targeting, segmentation, and personalization.
➡️ Customizable Salesforce Dashboard: A customizable Salesforce dashboard will provide real-time visibility into data quality.
The dashboard empowers users, allowing them to proactively monitor and improve data accuracy, completeness, and consistency – leading to more effective campaigns and decision-making.
➡️ Cost Savings: Since Marketo charges by the number of records in a database, eliminating duplicates will help companies save money.
In addition, companies will cut out recurring costs incurred by third-party apps, and improve the overall effectiveness of their campaigns.
“Dirty data can stifle productivity, strain customer relationships, and reduce campaign ROI.”
It’s clear that dirty data can stifle productivity, strain customer relationships, and reduce campaign ROI. And the currently available solutions for maintaining a clean Marketo and Salesforce database come with technical headaches, slowdowns, and recurring expenses.
The Data Hygiene Management Package is a direct response to these challenges, offering marketers the option to:
âś… Streamline data normalization
âś… Merge duplicate records
âś… Access real-time data quality status
All while removing reliance on third-party apps and slow flow steps in Marketo.
As a MOPs professional, I do so much for the company and am always juggling a ton of things on any given day.
“My boss thinks I only work in Marketo, but I actually take care of so much more!”
My boss thinks I only work in Marketo, but I actually take care of so much more!
What can I do to show them my contributions and how I’m actually spending my time?
Thank you,
Undervalued Uriel
Hi, Uriel,
I wish this weren’t a common problem, but it is.
So often, MOPs “teams” are made up of a small group of people that sit under Marketing or Sales, reporting into leaders that don’t fully understand what MOPs is and how much effort it takes to get it right.
It’s a challenge, particularly for small teams that are left to manage multiple tasks and projects without much investment or support.
There’s hope on the horizon, though.
The talent pool of MOPs professionals and leaders is growing every day, and that means that companies are far more likely to hire managers and directors who understand how many plates you have to spin in a role like yours.
In the meantime, here are some of the things you can do to improve your current situation.
Have a transparent conversation
Your manager doesn’t know what they don’t know.
And while it’s not your job to educate them, you can have a frank conversation about the different things you’re doing and how you can’t do them all.
Going into this conversation, take the time to:
➡️ List out tasks you do
➡️ How much time you spend on them, and
➡️ Prioritize them based on how much value you feel they add to the marketing team.
If you feel that you need another person on the team, share your advice around how you would divide the tasks to make the most impact. At the end of the day, you’ll be the MOPs expert in that conversation, so make sure you show that expertise.
Take a forward-looking approach
Another important conversation to have with your manager is about the direction you want your career to take.
As you know, there are so many paths and specializations to follow in MOPs.
Choosing a path and communicating that to your manager will help them understand that you can’t be the “catch-all” for MOPs, and it will give them the opportunity to support you with the training and mentorship you need.
Pair this with strategic thinking around where your organization can take MOPs moving forward, and a good manager will be even more inclined to craft a role that is right for you.
Don’t be afraid to make a change
If none of that works, then it might be time to look elsewhere.
You deserve to work for a team that understands how important your role is — so start looking for one.
Companies that have built a strong marketing ops culture will have various people in MOPs roles, including a director or VP who has years of experience in the space.
The job descriptions will also be telling.
If the hiring manager has written down a laundry list of tasks they want a specific MOPs role to fill, you can bet they don’t fully grasp what MOPs is all about.
“Your future is in your hands — and it’s bright.”
Your future is in your hands — and it’s bright.
As MOPs continues to grow as a space, there are going to be so many more solid opportunities for you to build your career with. Just wait and see.
As far as marketing automation platforms (MAPs) and customer relationship managers (CRMs) go, Adobe Marketo Engage and Microsoft Dynamics 365 are incredibly popular and powerful tools that many marketers will have in their tech stack.
If you want to get the most out of these tools, however, effectively integrating them to eliminate data discrepancies is crucial.
Unfortunately, for many companies, this can be quite a challenge.
So in this Technically Speaking, we’ll explore your options for integrating these tools – and why we believe Vertify is your best bet for achieving Marketo-Dynamics solidarity.
What are your Marketo-Dynamics integration options?
Marketo’s native sync has a few things going for it. As a native solution, implementation is smooth and you’ll have full access to Marketo’s tech support.
But when it comes to lighter ongoing maintenance as well as deeper functionality and customizability, there are plenty of other integration options out there that can replace it.
Essentially, there are four directions you can go:
Marketo native sync
Third-party integration tool
Vertify
A hybrid approach.
We’ve outlined the higher-level pros and cons for each option in the chart below.
Many third-party sync tool options have the potential to provide increased flexibility, functionality, and stability if properly configured. The downside, however, is that you are taking on full ownership of the tool.
This means you can’t rely on Marketo support to troubleshoot sync issues. Instead, you’ll have to work with support staff from the third-party company who developed the tool (if they offer support at all) or assign a power user on your team to maintain and fine-tune the connector by themselves.
The other more obvious disadvantage is that these third-party tools inevitably come with an added subscription cost.
Before diving deeper into Vertify below, the other alternative is a hybrid approach. For example, one configuration we’ve seen is to use native sync for leads, contacts, opportunities, and accounts, but use a custom API to transfer program member and status data from Marketo to Dynamics.
While select power users may be tempted to go down this road, developing custom solutions is a complex process that often requires coding expertise and will take valuable time away from higher-impact, revenue-generating activities.
Vertify may be the better solution for you.
Which brings us to Vertify: a platform with the unique ability to unify customer data across multiple revenue apps including Microsoft Dynamics and Adobe Marketo Engage – Vertify is actually Adobe’s preferred integration partner.
Unlike other third-party integration tools, Vertify shares several of the same benefits that user’s get with Marketo’s native sync:
1. Vertify is easy to implement – they streamline the implementation process by providing quick-start templates with pre-built object and field mappings based on best practice standards.
2. Vertify requires no code to set up or maintain – its interface has drag-and-drop functionality so users can easily modify parameters without technical expertise.
3. Vertify provides dedicated technical support to users on demand.
Unlike Marketo’s native sync, however, Vertify offers enhanced functionality and customizability options, which we’ll dive into below.
Sync error identification and alerting
With Marketo’s native sync, you’re required to build custom campaign email alerts – which essentially renders the notifications and sync error tabs useless. The options and parameters you can use to set up these triggered alerts are quite limited as well. For example, native sync is unable to trigger an alert on a field update failure.
Vertify, however, can be configured to notify you both in the platform itself and via email of any failure of any data movement. Written with user-friendly wording, these notifications will not only tell you what the problem is but also how to fix it and which records have been affected. In this regard, Vertify can be used as a data diagnostics and cleanliness tool as well.
Sync error resolution
Another major pain point that Marketo native sync users face is how error resolution is handled: Native sync will only retry “field updates” when a complete sync failure is restored and won’t retry “Lead Create,” “Task Create,” or “Change Owner” operations at all.
Vertify, however, has the ability to automatically retry attempts whenever any data movement failure occurs – and will do so during the next scheduled sync.
This is a game-changing feature where Vertify starts to pay for itself. Many organizations will find that Vertify’s annual subscription will cost them far less than the countless hours it takes to deal with this issue by hand.
Lookup fields functionality
If you’re using the Marketo native sync, these cryptic ID values probably look familiar.
Through Vertify, Marketo is able to see actual plain English instead of these ID values when it comes to Dynamic lookup fields. This means that marketers aren’t required to use “mirror image” workflows to populate fields in Dynamics.
Through a feature called Translation Tables in Vertify, you can easily and automatically convert the Dynamics ID values into their friendly names for Marketo, and vice versa.
Simplified lead lifecycle tracking
Identifying a lead-to-contact qualification in a Marketo-Dynamics environment can be very challenging: Because when a lead becomes a contact in Dynamics, Marketo incorrectly thinks that an entirely new contact is being created rather than an existing lead becoming a contact.
The “New Person” duplicate will then exist in Marketo until the next sync cycle occurs, during which Marketo will merge the original record with the new record. This causes a slew of issues, including Marketo scores being combined and inflated as shown in the table below.
Vertify has a unique “Merge Rules” feature that can prevent this lifecycle issue from occurring altogether.
And the way it works is remarkably simple.
Since Marketo uses email as a unique identifier for records, you can set up a Vertify merge rule that prevents duplicate record creation if the email already exists in your database.
It is essentially impossible for your CRM to create duplicates in Marketo as long as this rule is correctly configured:
Alleviating Dynamics’ bandwidth limitations
Regular users of the Marketo native sync also know that sync scheduling is restricted to a fixed frequency of once every five minutes for all entities.
Vertify, on the other hand, offers much more customization on this front: Allowing scheduled syncs to occur as often as every one minute or as infrequent as once per day, week, or even month. Users can even configure sync frequency by individual entity – such as leads every one minute, contacts every ten minutes, and opportunities every fifteen minutes, for example.
Access to more detailed and specific sync scheduling options allows users to work more efficiently within Dynamics’ bandwidth limitations.
For example, Dynamics allows up to a maximum of 10,000 lead records to be updated per sync. If your Marketo instance wants to update 50,000 lead records, it would take 25 minutes using native sync (syncing 10,000 every 5 minutes).
If we set up Vertify to sync to occur every minute, however, we reduce this time to just 5 minutes (syncing 10,000 every 1 minute).
Update related custom entity fields directly in Dynamics
Oftentimes, companies will have custom entities (such as checkboxes on a preference form) they want to connect to their leads or contacts for added categorization, filtering, and so on.
With the native sync, Marketo is unable to update any of those additional custom entities and can only integrate with “Leads”, “Contacts”, “Accounts”, and “Opportunities”.
The workaround for this is to use a trigger field on leads and contacts that initiates a Dynamics workflow that will update those custom entity fields. Vertify’s sync, however, completely cuts out the need for trigger fields and Dynamics workflows (which can fail) and syncs those custom entity fields directly.
No need to get your technical team involved to set up, maintain, and troubleshoot workflows.
Tying it all together
With all of these benefits and features in mind, the true value of Vertify becomes clear when we look at tangible results.
We had the opportunity to view several case studies with actual data from real Vertify customers, and the numbers represent the long-term value that can be expected:
Increased lead efficiency by 10% per year. In this context, lead efficiency refers to the percentage of net new leads entering Marketo that successfully make it to the CRM without error.
Reduction in manual lead management efforts by 65% per year, which equals out to 520 hours per year in productivity gained. This ties back to our previous point on Vertify’s ability to automatically retry attempts whenever any data movement failure occurs. Hundreds of hours spent in “firefighting” mode to cleanup issues manually will be saved – giving you more time to spend on higher-impact, creative tasks.
Improved lead conversion rate by 17% per year. This was the average increase in lead-to-SQL conversion across Vertify’s customer data as regular users of the platform.
The average payback period for Vertify is 3 months. An analysis determined that it would take between 2 and 3 months for Vertify to pay for itself in productivity and revenue gains.
When we tie all of these benefits together, it becomes clear that Vertify is currently the best option available for the majority of Marketo-Dynamics users looking for superior integration.
And for those who are interested, our live session with the Vertify team covers deeper questions such as:
How does Vertify maintain data hygiene and quality, especially with sensitive data in the finance or medical industry?
How long does it take to get a new integration set up?
How does Vertify’s subscription model work? Is it based on the number of records in the database like Marketo, with extra features billed as “add-ons?”
If you need help setting up any of these tools, or have other questions about Marketo-Dynamics integration options, reach out to us!
Whenever it’s time for Sales and Marketing to collaborate, they both bring different insights to the table from data sets that don’t correspond with each other.
“We struggle to make confident decisions about campaign activities and spending.”
As a result, our data is unreliable, and we struggle to be proactive and make confident decisions about campaign activities and spending.
What sort of change needs to happen to improve our data integrity? How can I encourage teams in our organization to participate in sorting out our data?
Thanks,
Siloed Sam.
Break silos
To align your efforts, avoid duplication, miscommunication, and rogue analytics coming from each business unit, all your data needs to live under one roof.
“Your first move should be to invest in a central data warehouse.”
Your first move should be to invest in a central data warehouse.
Your teams can easily maintain the cleanliness of your data through master data management and data cataloging.
Allocate costs based on each team’s resources
Modern platforms like Snowflake make it simple to allocate costs across different parts of the organization.
Your organization can treat storage and processing as separate line items that can be easily monitored by different business areas. This makes it easier for organizations to manage data in a way that’s focused on their needs.
Teams with limited budgets can invite more teams to join and enable easy data sharing among them without having to cover the entire cost.
Get leadership buy-in
Marketing and sales teams that lack data literacy tend to shy away from data management. To overcome this, leadership needs to infuse the value of data into your culture.
Leadership can accomplish this by:
👉 Requesting data from Marketing to clarify insights and support decisions.
👉 Investing in data enablement for their marketers.
👉 Setting a course for data and reporting initiatives.
Find the right leaders
Any data transformation effort needs to be staffed with people who know about data pipelines, business intelligence (BI), and how to present to various stakeholders.
Depending on where these skills lie, this initiative might live under your CMO or IT.
Is IT’s partnership with Marketing strong? Can MOPs translate the technicalities for Sales and Marketing?
Consultants and agency partners can jump-start the process, but you need internal clarity beforehand on what your organization wants to achieve.
The rise of new data warehousing tools like Snowflake has made it more achievable than ever for businesses to de-silo their data with minimal upfront investment.
“As more Marketing activities take place online, the consequence is growth in campaign data.”
As more Marketing activities take place online, the consequence is growth in campaign data.
Take advantage of these newly accessible methods for sorting, capturing, and analyzing data, and your revenue machine will run more effectively than before.
TLDR: Getting a new tool often seems like an attractive solution to a pain point, but without careful planning and an audit of the solutions in your stack and on the market, another tool to manage = another problem to solve.
Why bring in new tech When your team has a pain point or stress-inducing process to iron out, adding a new tool to your stack often seems an attractive solution. Perhaps leadership brings experience of using a certain tool to solve the problem at hand. They might know of comparable companies using a piece of tech and benchmark your stack against theirs. Or, they’re excited by the promise of results — ‘plug-and-play’ accessibility, increases to revenue and productivity that justify the investment.
How to assess new tech: Beyond the hype, however, these flashes of inspiration alone aren’t solid enough reasons to adopt another new tool. As we write in the Martech Optimization White Paper, careful planning, evaluation, and an audit of what’s currently in your stack are crucial to identify the most sensible solution for your business. Without these, more tools can easily add complications, go to waste, or run counterproductive to what you’re trying to achieve.
What’s in this article for you? In this Tough Talks Made Easy, we’ll help you influence a more critical approach to tool adoption to maximize the return on your dollars and your time. You’ll learn how to:
➡️ Assess new technology adoption
➡️ Understand the demands and challenges of a new tool
➡️ Evaluate your current tech stack and the options on the market
The real demands of new tools
Sometimes, leadership will advocate for a tool they’ve used in previous companies.
While the solution may have the correct capabilities to solve the problem at hand, selective experience with a tool can cause decision-makers to view it through rose-colored glasses.
If they only began to use the tool after the implementation or ramp-up period were completed, they’re likely unaware of the more challenging elements of getting off the ground. You need to ensure the solution that leadership advocates for has the correct capabilities to solve the need at hand.
Concerns to address before adoption
👉 Downplayed complications during sales process: During the sales cycle, the complications of running a tool are often downplayed. Vendors might portray a solution as “out of the box” with minor setup, or demo a version of the tool with features, integrations, and reporting already well-established. In reality, the baseline you see in demos won’t be there when you first configure the tool. Ramp-up periods can be prohibitive, and 6 to 12 months down the line, you might be miles off achieving the results you were promised.
👉 Stagnation in your tech stack: When the effort involved in managing a tool far outstrips expectations, and you haven’t planned to inherit the responsibility, that tool can sit in your stack gathering dust. Before leadership takes the plunge, advise them to wait until you’ve gathered feedback from current customers—get a real shot of truth about what it takes to onboard, implement, ramp up, maintain, and get results from the solution.
👉 Assessing impact and viability of new tools: Leadership needs to know if any shift in headcount occurs from using the tool, whether customers are using it to accomplish what you’re aiming for, and the renewal vs. churn rate past the initial contract. Before your CMO reaches a decision, they should be able to answer key internal questions: What are the hours involved with adopting this tool? Who’s responsible? Do we have the budget to give that person additional compensation or to hire someone new to run point? Given our investment, what kind of revenue and productivity lift can we expect?
Tools are vehicles for results – to get anywhere, you need a driver.
Getting a handle on the practicalities will help leadership identify if a tool is right for your needs or viable for your resources.
Evaluating your stack and the market
Mid-to-large organizations often lack a deep understanding of what’s in their tech stack.
When departments have the size and autonomy to buy their own tools, there might be significant overlap between the functionalities of tools owned by different teams.
If this is the case, leadership should explore the possibility of adopting a solution that your organization already uses.
Start by reviewing any documentation that outlines the tools in your workplace. If your organization already owns the functionality you’re after, speak with the tool owner and spend some time using the solution to get a sense of how appropriately it addresses your needs.
An important point for leadership: You might find a tool that facilitates what you’re looking for, but not in the most competitive or sophisticated way.
For any internal or external tool you assess, establish where it stands in the market
👉 Is this solution best-in-class or tertiary in its lane?
👉 Can this tool evolve with your business and perform long-term?
C-Suite’s are after the greatest possible ROI, and that comes by choosing the tool you’ll need five years from now.
To justify any technology investment, leadership needs a clear case for how it adds value.
Confidence in how a tool’s functionalities and integrations work is crucial to making that assessment.
If there’s a risk of integrations or data flows breaking down between updates, for instance, flag this to leadership. Any manual processes or convoluted workarounds a tool introduces compromise your ROI. Conversely, a tool that’s less adept at generating revenue might save the team significant amounts of time — productivity gains that prove ROI.
The bottom line
The martech boom shows no signs of slowing down, which means plenty of noise to cut through.
Approach tool adoption with these principles, and you’ll make every dollar and hour count.
âś… Be intentional with martech investment to work smarter and achieve more.
âś… Balance your current and long-term needs.
âś… Size up the options in your stack and on the market.
âś… Determine the ROI from adding a new tool into the mix.
✅Plan carefully for how you’ll use it.
For any guidance on evaluating your tech stack or the martech landscape, Revenue Pulse is here to help.
TLDR: Attribution assigns credit to marketing tactics that generate revenue to calculate the ROI of marketing efforts. It’s not as simple as spending more on what works. Finding the balance of spending and assessing the tipping point for each channel is crucial. The complex buyer’s journey requires sophisticated attribution models, and marketers must determine the impact of each touchpoint.
“I heard there’s this tech that can get us better ROI like magic!”
The misconception about marketing automation: Among the many misconceptions about marketing automation, one of the worst is the belief that automation does our job for us, like the wave of a wand.
How to discuss attribution with your boss: Discussing attribution with your CMO or CFO isn’t a talk you should dread. It’s a talk you can use to your advantage. That’s because attribution isn’t only the process by which your organization assigns credit for MQLs and sales—it’s also concrete evidence of your precise value to your organization as a marketer.
What’s in this article for you? In this Tough Talks Made Easy, we’ll help you dispel the magic assumptions and ‘set it and forget it’ mentality to explain what’s really going on behind the scenes. You’ll learn how to:
➡️ Explain your attribution maturity in a way that emphasizes your expertise
➡️ Earn the recognition you deserve
➡️ Make an argument for increasing budgets down the line
Explaining attribution data decisions
The challenge you’re facing is clear: you need to communicate the function and value of attribution modeling without effacing the importance of how you analyze and react to the data you have available.
For starters. what is attribution? Attribution assigns credit to how much revenue a specific marketing tactic produces, letting you calculate the ROI on each and every dollar you spend.
Attribution arms you with the data you need to optimize your programs and spend over time—and to clearly report your results in a way that lets your organization buy into your vision.
“Attribution isn’t as simple as spending more on what’s working and less on what isn’t!”
But attribution isn’t as simple as spending more on what’s working and less on what isn’t!
Having the data at your fingertips is only part of the battle. Finding the balance of your spending and assessing your company’s tipping point for any given channel is both an art and a science.
👉 Let’s walk through an example:
Let’s say you’re spending $100K on a channel with 5 to 1 ROI. If you instead allocate $200K, you should make a million!
But not so fast: ROI isn’t constant and every channel can have diminishing returns, where a certain amount of spend changes 5 to 1 ROI into 4 to 1, or less.
If your 5 to 1 ROI only holds true to $150K before dropping to 4 to 1, you have a choice on your hands. 4 to 1 could still be your best bet — but that’s a decision that automation can’t make for you.
It’s your expertise that allows you to find the tipping point and determine your next course of action accordingly.
The complex buyer’s journey
That example covers the ROI balancing act, but attribution itself is rarely so simple or cut and dry.
While it’s great to attribute a sale to a particular tactic, customers can have hundreds of interactions with a brand before deciding to buy.
Sure, when the time came to pull the trigger, they may have visited your website, but they could’ve been persuaded by an excellent white paper you offered last quarter — which came to their attention thanks to a CRM email — which they signed up for thanks to a social lead gen ad over a year ago.
That’s why attribution platforms offer increasingly complex models, accounting for Member Statuses in many campaigns at different points in the buyer’s journey.
“It takes multiple programs across multiple channels to make a deal happen.”
It takes multiple programs across multiple channels to make a deal happen.
Complex attribution modeling can reveal the marketing history of every touchpoint but it’s up to you to determine the impact of each status and channel on the final deal itself.
That determination is a sign of your Attribution Maturity.
Know thy company
If attribution provides the data, attribution maturity is your outlook on that data.
Attribution platforms provide high-end data-rich attribution but that’s only as valuable as how you parse and leverage that data. And if all we’re using it for is explanation and description, we’ve definitely got some maturing to do.
Fortunately, many of these platforms scale with you as your attribution outlook matures.
Do you want to track a program for everyone who registers for a webinar, or one to track only those who actually attend? Your specific needs and interests can be fine-tuned to arm you with the data that’s most pertinent to your future goals.
So how do you know what programs to implement? You need to know your own company.
“Different attribution models answer different questions—so what questions are you asking?”
Different attribution models answer different questions—so what questions are you asking?
👉 Wondering which campaigns are sparking initial interest? You’ll want a First Touch attribution model.
👉 How about which campaigns are taking leads from awareness to opportunity? A W-Shaped model can scratch that itch.
👉 Or maybe you’d like an overall holistic approach, to give the CMO a full update on all stages of the lifecycle? Then Full Path is the way to go.
Remember: Whatever questions you are asking, attribution modeling gives you the ability to target accordingly. From there, it’s a matter of time, testing, and analysis to arrive at the answers your company needs.
Be the one with the plan
No matter how you’re targeting your attribution, you need a Data Utilization Plan to go from description to determination.
Create a plan based on your team’s needs
âś… Timelines
âś… Key data points
✅ What you’re measuring
✅ Why you’re measuring
Remember: These sorts of plans take time. Build in benchmarks from month to month and year to year to measure where you plan to be and the spend you’re going to make to get there.
And if your higher-ups bristle at the long-game, simply explain that they will never truly know the value of any spend without attribution – and without a savvy marketer such as yourself handling their modeling, along the way.
Hopefully, this helped you get out of your own head and out of the weeds when it comes to communicating attribution to those who need to know.
When it comes to making the most of your modeling or progressing on the Attribution Maturity Curve, Revenue Pulse’s experts are here for ideas, guidance, and support.
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