Today, marketing leaders are increasingly assuming a more substantial role in corporate leadership, specifically with regards to revenue generation. Yet CMOs continue to be challenged by the difficulty of reporting on revenue impact and company growth, with only 49 percent having an attribution strategy in place, reveals new research from marketing consultancy and marketing-led customer experience pioneer DemandLab.
“This insights report helps marketers examine their attribution roadblocks and identify the steps to overcome them,” said Rhoan Morgan, CEO and co-founder of DemandLab, in a news release. “Successful marketing must include the ability to prove revenue impact as this is key in developing greater agility, better performance, bigger budgets, and more autonomy. The 49 percent of CMOs with no attribution strategy run a serious risk of jeopardizing their jobs and departments.”
The firm’s new report, The CMO’s Challenge: Revenue Attribution From a Leadership Perspective, examines the results of a recent survey of seasoned marketing leaders on the topic of marketing attribution and explores the story behind the numbers and builds on The Leadership Outlook on Revenue Attribution Survey’s findings, illustrates the perspective of marketing leaders, decision-makers, and C-suite executives, and examines revenue attribution through:
- Peer survey and benchmark data
- Executive leadership challenges and opportunities
- Expert actionable insights and recommendations
“The common theme of the difficulty in implementing attribution strategies inspired us to develop Sightline, which allows marketers to accurately measure their performance without complex integrations or little sales process changes required,” said Eric Hollebone, chief operating officer at DemandLab, in the release. “Sightline works automatically in the background of existing Marketo Engage and Salesforce instances so marketers can focus on achieving end-to-end marketing attribution without a big lift. Our current clients using Sightline attribution are thrilled with the results.”