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

WALLACE: But can you give a, can you give a direct answer you will accept the election?

TRUMP: I have to see. Look, you – I have to see. No, I’m not going to just say yes. I’m not going to say no, and I didn’t last time either.

likefunny

Hope to all enjoyed the meet up, I will post more links soon.

Post Photo
like

Finance consulting UK&I team - where are your clients located? Hoping to get a variety of answers here, trying to gauge travel / commute time needed :)

Any documents supporting agile promotion ?

like

Do FDD, Valuation and transaction analytics involve tax aspects at all? Trying to figure out how I can sell my background in PE/VC/Real estate tax.

like

How long did IQVIA takes a time to release offer letter after submitting documents.

like

Honest thoughts on best qualifications to go after to break into PE from consulting - should I go after ACA/CFA/CAIA? I feel I’ve only got the patience to do one of these 😂

like

Hi need advice on below!

Offer from Accenture 7LPA for level 11.2.

5.5 years of experience on accounting and finance R2R operation.

Is this right ?? Rightly paid

like

Short Disney and Apple? Already holding Apple shorts.

like

Am I too late to buy a house now? Sitting on 300k of cash equivalents and want to use that as a down payment. Is there even a tiny hope for market correction in near term ?

like

25M here. What is a good approach to asking out women in their mid 30s and 40s? Looking to avoid coming off either too forward or bashful. Thank you!

funnylikehelpful

Starting therapy tomorrow. A little bit nervous tbh. I have not been performing well at work and I am trying to get back to being a solid performer before I get end up getting fired. I was wondering, how do you communicate this sort of thing with your team? My therapist wants to do a 9am call and i’m worried something may pop up during my session. I also don’t want to work and do personal stuff at the same time. I feel like such a mess rn 😔

like

How do you approach a negotiation when you were told the salary cap at the beginning of the interview process?

Is there ever a fair reason to revisit that number?

like

Anyone feedback on Hogan Lovells Miami?

like

Do we receive the laptop even before the joining date ?

Anyone looking for referral in EY India for Data Scientist/ Data Analyst role, please DM me. We are rapidly expanding our data science team. Role will be mostly in Time Series forecasting.

like

Are deal sizes a proxy of your candidacy by any means? Looking to recruit Buyside but only have deal experience sub 200 million (carve out of assets)

like

How important is WLB for long term health? Do you think working for hours and hours infront of the screen everyday will cause health issues after retirement?

likehelpful

EYP and Strategy& fishes, what sort of work do you do in the Life Sciences space (specifically Big Pharma)? And what sort of exits into industry have you seen your former colleagues make?

like

Additional Posts in Sales and Marketing 🐠

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

I am looking for a full time media sales, ideally sales mgmt role. After a failed start up attempt, independent consulting has been disparate and lonely. I feel like all my networking feeds and certifications are geared to technical roles and technical buzzwords. Any solid advice how I can include buzzwords in my CV so that the algorithms can signal my sales management interest?

like

My Fiance wants to get into marketing. We're moving to Florida from Japan in July and she is Filipino with a communications Masters degree but has mainly only taught English for years.

Is there any advice on how to get an entry level marketing position and what the starting salaries are like (preferably in south florida)?

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

Anybody offering Call Center Services? I have a client in NY that will need this in the next 30 days. Happy to keep $$ in the community!

like

I’m an Internet Marketing expert (full scale branding, market research, website, SEO, social...) but new to consulting. Need advice on how to structure my fees/rates/retainer. Advice?

like

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

like

Has anyone here heard of, or worked at, KERN? What are your impressions of the company and its reputation?

like

Good tips on how to recruit channel partners to your org?

like

Which Marketing/Advertising leaders inspire you most? Add names below and/or react with emojis

I’ve been approached outside the firm for a number of roles and take interviews for the practice. Today a start up SaaS company called and when i gave my base salary expectation (which i thought would be wildly out of range) it was not even a flinch and “well within range” no wonder there’s a staffing shortage at pwc, these guys are throwing money at us, and I’m in marketing!!!!!

like

Hi everyone! I'm a recruiter working for a great startup health-tech company who is looking to bring on a Sr. Product Marketing professional (Director+ level) to be the lead of their marketing function. Must be located on the East Coast and have technical marketing experience in either AI / Cloud / Cybersecurity. Please DM me if interested to chat live about details or know someone who could be interested. Thanks!

likeuplifting

Long shot but where can I learn more about channel / partner sales strategies?

like

anyone ever build their team's sales operations from scratch? how to sell internal leadership? or above my pay grade? I joined a team that needs the works. marketing,content,pipeline,metrics,CRM

like

Best skills to have if you want to specialize in product marketing? Finding it hard to get actual hands-on project experience so wondering if any skills/cert training could make up for it

like

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

like

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

Anyone hiring graphic design associates? Entry level, US based. Looking for a referral.

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

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

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

Send download link to your phone

OR

Scan your QR code to download
Fishbowl app on your mobile

By continuing you agree to Terms of Use and Privacy Policy.

Messaging rates may apply

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