G2 Comparison Report 2025: RevSure vs Adobe Marketo Measure (Bizible) & The Evolution of Attribution

For more than a decade, Bizible (now Adobe Marketo Measure) defined B2B marketing attribution. It helped marketers connect clicks to leads and campaigns to pipeline. But the market has evolved. In 2025, attribution isn’t just about tracking influence; it’s about predicting outcomes, optimizing spend, and aligning GTM execution around revenue.

That’s where RevSure enters the picture. Built for the AI-first era, RevSure doesn’t just measure performance; it interprets it, learns from it, and forecasts what will convert next. G2’s Fall 2025 report validates this shift: while Marketo Measure remains a trusted legacy platform, RevSure now leads the category in predictive analytics, ROI realization, and customer satisfaction.

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Ease of Use, Adoption, and Partnership

Marketo Measure’s strength lies in its maturity; years of product evolution, enterprise adoption, and data reliability. But that maturity has also introduced complexity.

RevSure’s edge is modern simplicity without compromise. Its higher scores in setup, admin, and ease of use (81% vs 76%) reflect faster deployment cycles and lower operational overhead. Customers cite its AI-assisted configuration as the key differentiator: setup takes weeks, not quarters, and delivers results without requiring engineering-heavy data modeling.

Where Marketo Measure serves as an attribution platform, RevSure acts as a strategic partner, reflected in perfect 100% scores for “Good Partner in Business” and “Quality of Support.”

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ROI and Time to Value

Both tools deliver measurable ROI, but RevSure shortens the feedback loop. With an average payback period of seven months versus Marketo Measure’s eleven, RevSure enables marketing and RevOps teams to see ROI 57% faster.

This difference is structural. Marketo Measure, while robust, requires complex data mapping across CRM, marketing automation, and ad systems. RevSure’s unified full-funnel data model integrates these systems natively, producing immediate insights into pipeline generation, readiness, and conversion. The result: faster deployment, actionable reporting, and continuous ROI validation.

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Campaign and Brand Intelligence

Marketo Measure has long been a trusted reporting layer for campaign influence. However, RevSure pushes beyond descriptive analytics to offer predictive campaign intelligence, identifying not only which programs influenced deals, but which will accelerate future pipeline.

The 5-point advantage in Campaign Insights (93% vs 88%) and the 6-point gap in Stickiness (90% vs 84%) indicate that RevSure’s insights are more forward-looking. Its users don’t just measure engagement; they act on conversion probability.

Both platforms tie marketing to revenue, but RevSure ties revenue back to strategy, surfacing which campaigns create lift across the full funnel, from awareness to close.

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Reporting and Analytics Depth

Marketo Measure remains a powerful reporting engine, particularly for marketing teams embedded in the Adobe ecosystem. However, its dashboards often require external manipulation or analyst intervention. RevSure’s analytics layer, by contrast, is interactive, adaptive, and generative. Its 8-point edge in dashboard satisfaction (91% vs 83%) captures this shift, from static dashboards to living intelligence surfaces that update dynamically as campaigns evolve.

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Integration and Ecosystem Fit

Both platforms integrate deeply into GTM tech stacks, but their philosophies differ.

• Marketo Measure: Anchored within the Adobe ecosystem, it’s ideal for teams already standardized on Marketo Engage and Salesforce.
• RevSure: Architected for interoperability. With 99% integration satisfaction, RevSure unifies data from Salesforce, HubSpot, Marketo, LinkedIn CAPI, Snowflake, and BigQuery, ensuring data parity across every motion in the funnel.

This architectural neutrality makes RevSure the preferred choice for hybrid enterprises operating mixed MarTech stacks or seeking faster deployment without vendor lock-in.

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Attribution Accuracy and Model Intelligence

Marketo Measure established attribution discipline for the industry, but RevSure is redefining it. Its 5–6 point edge across every model reflects its use of AI-based attribution, which evolves as buyer behavior changes.

Traditional models like first-touch or last-touch are no longer sufficient in a multi-threaded, multi-channel B2B world. RevSure’s algorithmic framework factors in intent signals, recency, velocity, and engagement intensity, delivering more precise weighting across touchpoints.

This dynamic modeling helps RevSure customers transition from influence reporting to predictive forecasting, seeing not only which activities contributed to revenue, but which combinations statistically increase close rates.

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Predictive Foresight: From Measurement to Momentum

Marketo Measure tracks influence. RevSure forecasts impact. By uniting attribution with predictive analytics, RevSure enables CMOs and RevOps leaders to anticipate outcomes such as:

• Which channels will generate next quarter’s qualified pipeline
• Which campaigns will yield the best ROI efficiency
• Where in the funnel deals are most likely to stall

This predictive layer drives RevSure’s 93% “Meets Requirements” rating (vs 88% for Marketo Measure). It transforms attribution from an after-the-fact scorecard into a real-time growth accelerator.

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Customer Confidence and Service Quality

Customers today don’t just buy software; they invest in partnership. Marketo Measure’s 96% support rating underscores Adobe’s enterprise-grade dependability. Yet RevSure’s perfect 100% across support, partnership, and product direction reveals a platform as agile as it is reliable.

Users cite responsiveness, collaborative roadmap design, and outcome-oriented onboarding as major differentiators. In a space where implementations often fail due to data complexity, RevSure’s proactive service model ensures that customers not only go live faster but also achieve measurable ROI milestones on schedule.

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The Broader Industry Context

Bizible (now Marketo Measure) helped define B2B attribution’s first chapter, connecting marketing performance to CRM pipeline. But the next chapter belongs to platforms that embed AI, predictive modeling, and closed-loop optimization at their core.

That’s precisely the direction G2’s 2025 results reflect. RevSure is emerging as the system of intelligence for GTM teams, bridging the historical divide between marketing analytics and revenue forecasting.

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Key Takeaways for GTM Leaders

1. Speed to Value: RevSure’s seven-month ROI cycle outpaces Marketo Measure by four months.
2. Predictive Power: With AI-driven attribution and dynamic modeling, RevSure turns analytics into foresight.
3. Customer Trust: 100% positive support and partnership ratings make RevSure an enterprise-grade ally.
4. Ease of Use: Faster setup, cleaner integrations, and simplified admin ensure immediate productivity.
5. Future Fit: RevSure’s interoperability future-proofs GTM infrastructure beyond closed ecosystems.

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The Verdict

The G2 Comparison Report 2025 illustrates more than a performance gap; it shows a generational shift. Marketo Measure remains a trusted attribution foundation for Adobe-aligned enterprises. But RevSure has redefined the category: merging attribution, forecasting, and spend optimization into one AI-powered revenue intelligence system.

Where legacy platforms track history, RevSure powers the future, turning every touchpoint into predictive insight and every insight into revenue momentum.