But even with the best system in place

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there are limits to the data we can collect. When attribution data collecting, beware of the dark funnel. The dark funnel is the area of the buyer's journey that's hidden in the shadows, done outside of a marketer's scope of knowledge. This includes other websites a buyer might be visiting, podcasts, social media impacts, and more. Marketers might miss key insights on consumers and not have a comprehensive understanding of how leads became a buyer, making measuring direct attribution a trickier but not impossible (the best way to get that info? Ask your prospects!).

The Trap of The First-touch Attribution Model

It's also helpful to avoid the trap of only mexico reverse phone lookup considering the first interaction attribution model. Numerous business leaders rely on this attribution model, where only the first interaction between a lead and the company is credited for acquiring the eventual sale. They want to know: did marketing source this lead?

Only using the first-touch attribution model is massively counterproductive, though. It takes at least 18 touches from different sources on average to close a deal and when buyers spend less than 17% of their time with sales rep during their buying journey.





"80% of B2B sales interactions between suppliers and buyers will occur in digital channels. This is because 33% of all buyers desire a seller-free sales experience – a preference that climbs to 44% for millennials." Gartner, 2020

So, we recommend using multiple models to track marketing's impact, which can happen beyond that first touch. And in the end, no attribution model is perfect, so be sure to use several to get a fuller pictur

Marketing Contribution to Revenue: The Conclusion
If marketers want a seat at the table, they need to show their impact on revenue numbers. If CEOs want to properly lead their teams and the company at large, they need to do the same. The three methods we detailed above are the most direct and comprehensive ways to measure the impact of marketing campaigns (and spend) on revenue. Using them to measure success will help you build better strategies, invest in what matters that impact, take your business to the next level.