Hoping for some advice re: job interviews. How can I respond to questions around measurable impacts of my marketing work on revenue? In previous roles because of lack of resources / attribution system we could only measure things like leads, attendance rate, click rate etc. not the actual final impact on B2B revenue generated. Very good feedback always from management & I believe I did a great job, but feeling I couldn’t point out to real final outcomes. Afraid this will hurt my chances.

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I had this problem at a prior job. We didn’t have a direct connection between Hubspot and our CRM (Microsoft dynamics - awful). This made it impossible to track anything after leads were sent over to sales via email.

Attribution software isn’t required to know which leads are the source of your pipeline opportunities… it should be in your CRM. But if your CRM isn’t integrated with your marketing platform, the data is probably not great.

If I were you, I’d focus on the numbers that you can show. How many TOF leads converted and asked for a demo/to talk to sales? What was your conversion rate? Did it improve over time?

Also, ask questions about their tech stack, and frame them around your current limitation. Something like, “Can you tell me about your tech stack and how you are able to attribute marketing to pipeline opportunities?” You could weigh in then and proactively address that it’s been a current problem and you have the desire to measure your true impact on the business rather than just looking at marketing metrics.

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^ This conversation piece is SO helpful, am in the same situation as OP. Thank you!

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Could you measure how many leads you and the marketing team acquired converted into opportunities and from there how many of those opps converted into closed won opps which directly shows impact on revenue. Then you can share those percentages (i.e say you acquired 100 leads thru marketing activities aka you, those leads were converted into 25 closed won deals, which means 25% of leads you acquired converted into won deals which increased our top line revenue by xx. share monetary value of those deals you acquired thru ToF that went all the way thru the pipeline.

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I think it’s very unjust to ask how specifically marketing generates profits. But if someone does ask, you can perhaps mention sales number and argue how you helped increase them.

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