Sales attribution is one of the biggest puzzles marketers have to solve. Online Marketing know which list of usa consumer email of our actions are successful, we need to know where our customers are coming from… but it’s never as easy as it seems.
Traditionally, attribution is the responsibility of two different departments: Online Marketing and sales . The problem is that in many companies, these two departments barely interact with each other. In practice, what this means is that we don’t know precisely what the customer journey has been. As we lose track of them 3 moments when you really need to innovate when moving from marketing to sales channels and vice versa.
Modern companies therefore need integrated marketing and sales departments that communicate . With each other and have a common marketing attribution map. How can we achieve this?
The challenge of attribution marketing and sales working together
Coordinating marketing and sales, an expensive problem
This is a common situation in many companies. Marketing teams track their america email list and keep track of the users they have managed to convert. But they have no idea of the revenue generated thanks to the work of sales representatives. Meanwhile, sales representatives know perfectly well how much their team’s resources were used to close each transaction, but they don’t know whether the actions carried out by marketing have helped them or not. And by using two separate models, it is not uncommon for a single conversion to be counted twice, making the obtained ROI unreliable.
It’s such a common problem that a recent survey found that 84% of marketing and sales teams are misaligned . And this can cost businesses up to 10% of annual revenue as interesting opportunities are missed and efforts are duplicated.
To alleviate this situation, we have recently seen the rise of account-based marketing . This model does not focus promotional efforts on a single person, but rather targets an entire work team or “account”, for example, the workers at the local office of a multinational. In this way, it is possible to direct campaigns to very specific audiences and track results more accurately. But although this is a promising solution, it does not entirely solve the problem of attribution in sales on its own.