Attribution is a process used to understand which campaigns lead to revenue, but it can be a source of tension between B2B demand generation and sales teams. To accurately attribute campaigns, Marketing needs data from Sales, which may not always be provided. Technology can be used to automate business processes, such as deduplicating leads and contacts, matching leads to accounts, and connecting contacts to opportunities. This automation can improve data accuracy, eliminate tedious manual tasks, and provide better visibility into campaign performance.
Automating partner campaigns is another important part of the attribution process. Deal registration desks allow partners to share information about whom they are working with, but this is often not reflected in salesforce automation applications. Automating this process can further improve automation models and lead to higher company revenue.
Using technology to automate attribution processes will help make better campaign decisions, produce more successful salespeople, and increase company revenue.
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