Selling Attribution to the C-level

When it comes to the C-suite, attribution gives marketers more credibility at the proverbial table. By allowing marketers to report on results, rather than just activity, you’re able to have revenue accountability and prove that marketing is in fact a revenue center, and not a cost center.

More than just proving the value of marketing, attribution data enables marketers (and, as a result, the whole company) to see if they are on track to hit their goals. It reveals which channels and campaigns are overperforming or underperforming, which allows marketers to adjust the dials, double-down on bets, and optimize in order to hit company targets.

CEO

How do you make B2B marketing attribution appeal to the CEO? By showing that attribution offers more efficient use of the budget, lowers acquisition costs, and it is the foundation for building a pipeline machine for sustainable long-term growth.

Better Budget Use: From the CEO’s perspective, marketing is often seen as a cost center — marketing spends money and just hopes that it’s working, which makes things like budget negotiation a difficult conversation. Channel efficiency metrics allow the marketing team to measure the actual amount of revenue driven from each channel, and reallocate the budget to grow faster and cheaper. It makes the relationship between the CMO and CEO that much better.

Lowering Acquisition Costs: Lowering acquisition costs (or CAC in the SaaS world) by using more efficient funnel strategies results in being more competitive in the market. Advanced attribution that integrates with a CRM and marketing automation streamlines the customer funnel at every stage, which removes wasted spending.

Sustainable Long-Term Growth: Building a pipeline machine is great for long-term growth. When each stage of the funnel is optimized, rather than just the top, a lot more leads end up becoming customers — and do so in a repeatable way.

According to a commisioned study conducted by Forrester Consulting on behalf of Bizible, The Total Economic Impact of BizibleTM, Bizible’s multi-touch attribution was found to increase marketing lead volume by 30% annually, improve the ratio of percentage of marketing leads that become marketing qualified leads by 43%, and ultimately, the study found that the ROI of implementing Bizible is 734% over the first three years.

VP/Head of Sales

When it comes to marketing attribution, one of the major benefits is that integration has positive outcomes for both the marketing and sales team. Because it connects marketing data to sales data, both sides benefit. The marketing team has access to downstream revenue metrics, and the sales team has access to the all of the marketing that qualified leads have engaged with. Both sides are kept accountable.

This results in more revenue-producing content from the marketing side and more relevant and effective conversations on the sales side.

CFO

Attribution allows marketers to track their efforts in all of the funnel stages. That means seeing number of visitors, number of leads, number of marketing and sales qualified leads, number of opportunities, and number of closed deals, rather than just total number of leads. The added depth allows for marketing to be better aligned with business objectives and a greater sense of financial impact.

In regards to making more accurate projections, using data to determine channel efficiency and budget efficiency produces more consistent leads, more consistent opportunities, and ultimately, more consistent sales. The added consistency makes it easier to make accurate financial projections, even in a business with long sales cycles.
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