Reimagining B2B Marketing Attribution for the New Buyer Journey
In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Jennifer Leggio to discuss how attribution for marketing and sales needs to change with the buyer journey.
Episode 49: Reimagining B2B Marketing Attribution for the New Buyer Journey
Nowadays, it’s extremely important for sales and marketing to work together to achieve the same goal of creating pipeline. However, it would seem many B2B businesses are functioning as if marketing and sales can be accurately measured with the same KPIs. Using the same metrics for marketing as sales will undoubtedly create incomplete or inaccurate data on how marketing contributes to pipeline. Additionally, with how fast the world changes, it’s more important than ever to reevaluate how marketing and sales can tackle the buyer journey and what metrics to judge them by. So what needs to change?
Marketing and sales have to be collaborators for this new buyer journey and support each other, or a company is basically leaving money on the table. It doesn’t work the way that it used to.
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