Sales and Marketing 🐠

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

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

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

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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.

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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

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

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My thought exactly...

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

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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.

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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.

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