The traditional marketer focuses on tracking activities like lead form captures, email opens, and links clicked. The modern marketer knows that return on investment (ROI)-based measurement is what proves impact and earns marketing a seat at the revenue table. That's because senior leaders want to see tangible results. And when marketing tracks activities and sales tracks revenue, a lack of alignment can form between departments. That's where marketing attribution comes into play.
B2B marketing attribution, at its simplest, is about connecting marketing and sales data. In this comprehensive ebook, discover how the right marketing attribution solution, integrated with your existing marketing automation platform and customer relationship management (CRM) system, allows marketing to track both activities and ROI, increasing its credibility and positioning it as a strategic partner to senior management.