How Does Attribution Fit In The Marketing Stack?

One of the biggest challenges in choosing to adopt new marketing technology is figuring out how it will integrate into the marketing stack. Will it make existing processes easier or harder? Is the value-add greater than the time and resources it takes to onboard? These are important questions that every new tool must be vetted for. If it doesn’t fit into the workflow or play nicely with existing tools, marketers won’t use it and the value will be greatly diminished.

Attribution doesn’t replace marketing automation or the CRM, it sits between them and enhances both. At its core, marketing automation is really about scaling, while maintaining an effective level of personalization — marketers dictate the tasks and let the software run it faster than a person ever could. And the CRM on the sales side of things is about tracking and organizing leads and customers.

Attribution, on the other hand, helps determine the marketing strategy, provides feedback and insight, and helps marketers make better decisions across the entire marketing funnel. It’s the measurement data that fuels effective planning and optimization. And it allows automation tools to scale more effective campaigns and helps the sales team use the CRM more efficiently.

When you realize that marketing automation’s version of attribution doesn’t offer the sophistication required of B2B companies or connect with the CRM, you see that there’s not really any overlap. It’s a different service altogether, and it integrates synergistically with the rest of the stack.
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