Beyond Silos: The Case for Multi-Channel Influence Analysis

Modern B2B marketing is omnichannel. Buyers might first see a LinkedIn ad, read a blog post, attend a webinar, engage with an SDR email, and eventually sit down for a product demo. Each of these touchpoints contributes to the decision to buy, yet most marketers still measure each channel in isolation.

According to The State of B2B Attribution 2025, only 18.2% of marketers report using integrated channel influence analysis. The rest are stuck with outdated methods: nearly half rely on direct-response metrics like last-touch conversions, while a third track channels separately without accounting for how they work together.

That means more than four out of five GTM teams are undervaluing the compound effect of channels working together. Budgets flow to what looks good on paper, not to what actually accelerates deals in the real world.

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Why Siloed Measurement Fails

Measuring channels in silos doesn’t just create reporting inefficiencies; it fundamentally distorts decision-making. Paid search, for example, often looks like the hero because it captures the last click. But that’s misleading. A thought leadership ad or an executive webinar may have sparked the original interest, and without accounting for those earlier touches, budgets will be misallocated.

Equally damaging is the way siloed measurement ignores sequencing. Buyers rarely move linearly from awareness to decision. They loop, pause, and engage across multiple touchpoints. A prospect might see a display ad in January, attend a roundtable in March, and only respond to an SDR in May. If channels aren’t analyzed together, the pipeline-shaping influence of those early touches disappears.

This blind spot means marketers miss opportunities to optimize channel combinations. In reality, it’s often the pairing of channels, such as social ads and nurture emails, that drives momentum. But siloed metrics flatten the story into isolated conversions, masking the synergies that could unlock higher ROI.

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The Multi-Channel Influence Advantage

The future of attribution isn’t about declaring a single winner. It’s about understanding how channels influence one another across the buying journey. Multi-channel influence analysis provides exactly that by enabling GTM teams to:

• Attribute Value by Contribution, Not Just Conversion: Every channel that shapes the journey gets visibility, rather than only the last touchpoint.
• Understand Sequencing and Lift: By comparing cohorts exposed to multiple channel combinations against those exposed to fewer, marketers can measure which sequences accelerate the pipeline most effectively.
• Invest in Synergistic Plays: Instead of treating channels as independent, teams can identify which pairs or trios amplify impact and direct budgets accordingly.

This approach shifts marketing from being a collection of disconnected campaigns to a system of orchestrated growth plays.

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Benchmark: The Missed 82%

The data highlights a significant maturity gap. With only 18.2% of marketers measuring cross-channel influence, the overwhelming majority are leaving revenue impact invisible. This lack of visibility creates a credibility gap at the leadership level. CMOs end up defending upper- and mid-funnel programs that look weak in isolation but are vital in combination. Finance leaders hesitate to fund campaigns when ROI cannot be proven across channels. And sales lacks the insights to understand which marketing motions are warming accounts before they engage.

By contrast, the small percentage of teams that measure influence holistically are turning attribution into a strategic advantage. They can justify balanced investments, surface channel synergies, and build alignment with both sales and finance around measurable revenue impact.

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How to Implement Multi-Channel Attribution

Evolving from siloed reporting to multi-channel attribution requires more than new tools; it requires new thinking. Marketing leaders must stop asking “Which channel closed the deal?” and start asking “Which mix of channels created momentum?”

The transition begins with mapping how ads, content, events, and SDR outreach interact across a typical buying journey. From there, AI-driven attribution models can assign credit based on behavior, recency, and sequence rather than static last-touch rules. Incrementality testing becomes the next step, comparing exposed and unexposed groups to isolate true lift.

Perhaps most importantly, success requires visualizing journeys rather than channels. Dashboards that display full buyer paths across channels and time tell a far richer story than siloed reports ever could. They don’t just show what happened; they reveal how influence flowed across the funnel.

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RevSure: Unifying Multi-Channel Influence

RevSure’s Full-Funnel Data Platform brings these concepts to life. By harmonizing data across CRM, MAP, event platforms, and ad channels, RevSure enables attribution to capture influence across the entire buyer journey.

Instead of reporting channel-by-channel ROI, RevSure shows how they contribute collectively. Marketing leaders can identify which channel sequences accelerate pipeline velocity, which programs provide incremental lift, and which combinations deserve more investment. Sales gains visibility into which plays are resonating with accounts, while finance sees validated ROI grounded in contribution rather than correlation.

This isn’t about proving marketing’s value with bigger dashboards. It’s about elevating attribution into a growth engine that informs strategy and drives alignment across the GTM organization.

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Action Plan: Breaking Channel Silos in 2025

If your attribution is still channel-by-channel, here’s how to start evolving:

• Step 1: Connect your campaign data across systems. CRM, MAP, ads, and events must be integrated into a unified attribution platform to eliminate blind spots.
• Step 2: Shift reporting from conversions to contributions. Measure how channels work together to shape journeys, not which one receives the final click.
• Step 3: Test sequencing and incrementality. Identify which combinations deliver faster velocity or higher ROI compared to baseline groups.

Even small pilots, analyzing two channels together instead of separately, can deliver insights that fundamentally change how budgets are allocated.

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Final Thought: The Whole Is Greater Than the Sum of Its Parts

In 2025, no single channel wins deals on its own. Growth stems from orchestration, the interplay of ads, content, events, and outreach that work in sequence to shape buying decisions.

The marketers who move beyond silos and embrace multi-channel influence analysis will not only report ROI more accurately but also discover entirely new levers for growth. They’ll be able to defend budgets with confidence, align with sales on which plays truly accelerate the pipeline, and position marketing as a driver of strategy rather than just activity.

The future belongs to those who measure the whole, not just the parts. Want to see how leading B2B SaaS teams are tackling cross-channel attribution?

Download The State of B2B Attribution 2025 for benchmarks, frameworks, and a roadmap to multi-channel influence.