Is it normal for a company’s marketing department to attribute the entire sales pipeline to marketing?

likefunny
Posting as :
works at
You are currently posting as works at

If you could solve the attribution problem for marketers they would probably hire you for forever

like

They try to do it- doesn’t mean it’s accurate.

like

Attribution is very hard. It shouldn’t be surprising that a large portion of the sales pipeline touched marketing assets before it got there. Warm leads or MQLs convert at significantly higher rates than those that are sales generated - and it makes sense that that they do, especially when prospecting. Most marketing is devoted to new customer acquisition. Cold calling by sales to prospects has abysmal conversion rates.

If you are talking about up selling to existing customers your sales team is going to have the advantage because they typically have a direct relationship.

The prospecting numbers would look different if your business was largely based on field sales like telecom or was in the frozen food space - think US foods.

like

Funny thing... we are based on field sales and do a large percent of sales to existing customers.... but all that insight was very helpful

I’ve seen it. Not sure how normal it is. Very sure how inaccurate it is.

My thought exactly...

like

Yep it’s normal. And extremely normal to tell them to go get their head checked and understand their value

It is dishonest, agreed. It comes from a place of proving their value/keeping their jobs. Because few companies see value in marketing without tangible and direct ROI.

like

Are they doing ABM? Sales and marketing need to work together to drive the best results - whether it’s ABM or not. However, attribution is complicated and it might be normal to attribute at a high level all sales to total marketing spend to calculate MROI, at the lead or opportunity level it doesn’t make any sense.

Related Posts

Hello all,

Would like to know specifically about Queer inclusion at SocGen
Societe Generale. What is the attitude of mangers and HRs towards treating LGBTQ identifying candidates? Is company really inclusive or it’s just a lip service? Considering an offer with the company but being an out and proud Queer woman, super anxious and concerned.

Hi all,
Is lunch free in Societe Generale and should we pay for parking also??

like

Put my dog down last night. He’s had seizures for the last 4 years and been taking 9 pills a day. Last night he had a seizure that didn’t stop, irreparable damage. I found him in a storage unit abandoned and 5 years wasn’t enough with him. Absolutely heartbroken, never been through this before. Any advice? His name was Kylo. Called my mom for support who told me “it’s a dog not a human, you’re being immature.” My boyfriend and I could really use some kind words. We’re so lost can’t stop crying.

Post Photo
like

What is the advice on what feedback to leave for a peer who really sucks at everything y'all have worked together on? It's about the time where everyone on my team requests feedback from each other and I'm nervous for it coming up. My manager knows that everything I've worked w her on I end up doing 90% of the work when it's meant to be split so it is a known issue. We're both at level 3 so are genuinely peers. She seems like a nice person but i have 0 positive work feedback tbh

Wonder if anyone can offer advice on which cert to pursue next? I obtained my CompTIA Security+ last year and wondering if I should go for the CySA+ or Pentest+ next. I also have my AWS CCP and will be sitting for the Solutions Architect soon as well. Currently not doing security stuff at work but would love to keep my skills going. I was hoping one of these next certs will help me finally break into a security role and love the idea of pentesting but not sure if the CySA+ is more beneficial.

like

Anybody use a personal computer for work? How's your experience been, any horror stories/watch-outs?

like

Healthcare corporations… please note you have more then 1 shift of workers. You have 3 most times, each shift has to be treated equally. This is and always have been an issue, and you cannot figure out why the other shifts refuse to be active and participate in anything and definitely not engaged anymore.

Post Photo
like
like

Yikes! Some days, I just can’t stand my job

likefunny

Hi All, what does assistant consultant designation related to like senior developer or Team lead? And what would be the base salary slab ? Pls suggest

like

Hello Fishs,

I have given 3 rounds of interview for the position of SE- B8 , i.e. Lead SE. Now in salary discussion round i asked HR for a CTC between a range of 31-34L. But they told me max they can give is 29.5L. I still did not accepted the initial offer from HR, it is going again one more round for salary negotiation after HR confirms the bracket from Business. I know Natwest dont negotiate once you accepted the offer. What CTC can i expect from Natwest for Lead SE.

Hi Fishes,

I wanted to know if project change is smooth in
Nagarro after finishing 1.5years in allotted project.

Also anyone working in good angular/ionic based projects ?

like

Just moved to Boston!!! Figuring out where to live! Looking for a small studio since I am only here during the week.

like

Any downsides to leaving a “Counsel” role and moving into a “Legal Affairs” role? Still practicing and representing the company, just a difference of titles, so core work remains the same - what do you think?

like

Has anyone tried buying same day box office concert tickets at MSG? Is it cheaper?

like

If you were playing a contact sport like football or basketball and during a play you injured someone badly enough that they need surgery to fix the injury, should you be responsible for all of the medical bills? It was a totally legal play but he just got injured

like

Feel like this has probably been asked in here 1,000x but...

I have an idea for a web+mobile based platform

I’ve done market sizing, know exactly what it is and how it’ll work, and even have verbal seed funding offers.

But I can’t code.

What do I do next and how do I protect my idea from being stolen?

like

Procter & Gamble Hello All,

Need reference for a job in Unilever Procter & Gamble Thanks!

Deloitte India vs KPMG India
Which one has a better Forensics practice?
In terms of WLB, Pay, Growth Opportunities Deloitte KPMG

like

Additional Posts in Sales and Marketing 🐠

Any marketing strategists on here?

likehelpful

How does everyone show their own roi in marketing?

like

What is the best way to get deeper into tech sales? And make more money! Currently Director for a SaaS tech company, do I need to stick it out for a year or two, to appear valuable to another org or should I start applying?

like

How do you sell an opportunity to the client? What documents do you use?

like

What's your biggest net new account this tumultuous year?

like

Anyone looking to hire a new marketing graduate? My sister has previous events and marketing experience, currently living in San Diego

like

What are some recommendations for getting out of the SDR role and where can you go? Typically takes 18 months to become an AE but spending each day making 80+ cold calls is not very fulfilling. Asking on behalf of a friend.

like

Hi everyone! I’m hoping to get some career help for my partner. She is looking for a remote work job as a senior marketing associate or marketing associate manager position and has about 3 years experience in B2B and running campaigns at Caterpillar. Have any advice for getting her an interview? She’s quite capable, just needs a chance to demonstrate that. Will happily share resume/cover letter if needed. She’s looking for $110k-$120k TC. Thanks in advance to anyone who can help!

like

Hello,
I have been in accounting for 5 years....and thinking about switching to a marketing role where I can combine my love for numbers and creativity. How can I make the switch??? Any pointer would help

like

Pricing Strategy vs. Marketing Communications (both in Pharma)? Which role do you guys/gals believe better sets one up for a leadership role in marketing in the future. Comp for both roles are equivalent and I like both specializations equally, so neither comp nor interest is a factor. Only factor I’m weighing is which is a better path towards potential leadership role in the future. T.I.A!!!

like

Thinking about making a switch from supply chain to marketing, any suggestions for tools/software that i should learn?

like

Does anyone have advice for someone looking to go into marketing? I want to do content writing/brand design but I don’t have experience besides 1 internship. My experience is in sales/acct management

I’ve been working in public accounting (audit) for a year and I don’t enjoy the work and don’t see myself in this position for much longer. I’ve been thinking about going into marketing but stuck on how to get started. I know I have no prior experience, but since I’m early in my career and with taking some courses/certifications (Google analytics, SEO, etc.) to boost my resume, I’m hoping to make the switch. Any advice on where to start, what type of marketing positions I would align with, etc?

like

Any thoughts on Unified? I think they do paid social

like

Sanity check. I like a nice lifestyle. Currently make 350-550k with bonus. 53 years old. About 400k in brokerage. Another 1.9million in retirement accounts. House worth 1.2 million with loan of 625k. For retirement pension will be $2400 per mo which goes to my wife if I die for life. Another 3800k Per month estimated from Social Security. I plan on working another 10 years or so maybe less once the kids graduate college. I am this will be out in 2024. What should I be doing or thinking about? 

like

I’m currently in sales and got an offer from BCG. Now that I accepted, I feel like grass is greener on the sales side - but I also feel like I HAVE to at least try consulting before I decide it’s not for me. Thoughts?

like

Anyone develop buyer personas for a digital agency before? Custom software, digital transformation, strategy consulting, creative, etc. What resources did you leverage?

Looking for a certificate programs on either social, brand amplification, or topics to improve my creativity. Graduated college about ten years ago and feel like taking some classes would inspire me. Any recs? Open to the type of education but not an mba/masters degree.

like

Hi marketing people. So my wife graduated in 2017 with a marketing degree, but we got married and had kids straight away and she never worked in the field other than an internship during college. Now she’s thinking about joining the workforce and not sure where to begin. Any advice now that she’s 5 years out of school and missed the college grad to entry level marketing positions pipeline? Types of roles and companies she should look for/at?

like

New to Fishbowl?

Download the Fishbowl app to
unlock all discussions on Fishbowl.
That was just a preview…
Sign Up to see all discussions
  • Discover what it’s like to work at companies from real professionals
  • Get candid advice from people in your field in a safe space
  • Chat and network with other professionals in your field
Sign up in seconds to unlock all discussions on Fishbowl.

Already a user?
Login here

Share

Embed this post

Copy and paste embed code on your site

Preview

Download the
Fishbowl app

See what’s happening in your industry
from the palm of your hand.

A phone with Fishbowl app

Scan your QR code to download
Fishbowl app on your mobile

Download app

Sign up for free to view this conversation on Fishbowl

By continuing you agree to Terms of Use and Privacy Policy

Already have an account? Log in

Sign up for free to continue using Fishbowl

By continuing you agree to Terms of Use(New) and Privacy Policy(New)
Messaging rates may apply

Already have an account? Log in

For account settings, visit Fishbowl on Desktop Browser or

General

Legal