Future of attribution

From Measurement to Actionability

It’s time to rethink attribution. RevSure’s forward-looking attribution shifts focus from credit allocation to actionable insights, optimizing marketing strategies in real-time for maximum impact on the sales and marketing funnel, enhancing decision-making, and driving new levels of revenue performance.

Challenges with Traditional Attribution

Distrust of Methodology and seen as a Justification Mechanism
Misalignment Between Sales & Marketing
Attribution wars and Limited Actionability

Why Traditional Attribution Falls Short

Methodology Limitations
Incomplete data capture
Limited to marketing campaigns
Does not capture synergies across 
Marketing, SDR/BDR, and AE 
campaigns
Cannot adapt to hybrid GTM motions
Rules based attribution methods 
that don’t capture the complex online and offline buyer journeys
Actionability/Applicability Limitations
After-the fact ROI reporting limits ability to drive early changes/re-allocation
Disconnected from day-to-day funnel management
Limited insights across segments, personas, regions
Unable to account for dark funnel contributions
Unable to quantify contribution of campaigns to driving velocities and conversions across the funnel

Paradigm shift for unparalleled success

Interconnected Data Model Integrating & Harmonizing data from multiple systems across the Marketing, SDR/BDR, Sales motions
  • Stitch journeys atlead/account/opportunitylevel
  • Capture all activities /touches /campaigns /visits / impressions /clicks
  • Not limited to “Clicks”
  • Interconnected Data Model Integrating
  • Harmonizing datafrom multiple systems across the Marketing, SDR /BDR, Salesmotions

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If you’re not currently calculating ROI for your marketing campaigns, it’s time to start. Knowing ROI can help you improve your marketing results, get more out of your marketing budget, and build a stronger pipeline.

Attribution: Move from Measurement to Actionability

Old Game
NEW Game
Marketing Campaigns only
Full Funnel - Campaigns and activities across Marketing, SDR/BDR and Sales motion
Who should get the credit?
What activities /segments /touches /campaigns will maximize pipeline & revenue performance for upcoming weeks/months
Measurement of ROI & Contribution
What to double down on? Where to put the next marketing $? How to reallocate spend?
Quarterly; Backward Looking; Wait till end of quarter/campaign
Pivot early! Don’t wait till end of quarter! Near realtime tracking & attribution, with forward looking performance predictions
Reporting on Campaign Effectiveness;Some Insights for Planning
What is the “Next Best Touch/Campaign” to drive speed to pipeline and revenue
Scope
Old Game
Measurement of ROI & Contribution
New Game
Full Funnel - Campaigns and activities across Marketing, SDR/BDR and Sales motion
focus
Old Game
Who should get the credit?
New Game
What activities /segments /touches/ campaigns will maximize pipeline & revenue performance for upcoming weeks/months
Results
Old Game
Measurement of ROI & Contribution
New Game
What to double down on? Where to put the next marketing $? How to reallocate spend?
Timeliness
Old Game
Quarterly; Backward Looking; Wait till end of quarter/campaign
New Game
Pivot early! Don’t wait till end of quarter! Near realtime tracking & attribution, with forward looking performance predictions
Actionability
Old Game
Reporting on Campaign Effectiveness; Some Insights for Planning
New Game
What is the “Next Best Touch/ Campaign” to drive speed to pipeline and revenue

Decode the Deep Funnel to Prove ROI and Scale Winning Campaigns

Schedule your personal demo to learn how you can gain full-funnel 
attribution insights and improve conversions.