Jun 28, 2022
In General Discussion
Traditionally, attribution is the responsibility of two different departments: marketing and sales . The problem is that in many companies, these two departments barely interact with each other. They employ different professionals, they use Image Masking different strategies, and their metrics aren't even connected. In practice, what this implies is that we do not know precisely what the customer's journey has been, since we lose track of it when we go from marketing to sales channels and vice versa. For all these reasons, modern companies need to have integrated Image Masking marketing and sales departments that communicate with each other and have a common attribution marketing map. How can we get it? The challenge of marketing and sales attribution working together Coordinate marketing and sales, an expensive problem This is a common situation in many companies. The marketing team is tracking their Image Masking actions and keeping track of how many users they've converted, but they have no idea how much revenue the sales reps are making. For their part, the sales people know perfectly well the resources of their team used to close each transaction, but they do not know if the actions carried out by marketing have helped them or not. And Image Masking by using two separate models, it is not uncommon for a single conversion to be counted twice, making the ROI obtained unreliable. It's such a common problem that a recent survey found that 84% of sales and marketing teams are misaligned . And this can cost companies up to 10% of annual revenue, as exciting opportunities are missed and efforts are duplicated. To alleviate Image Masking this situation, in recent times we have seen the rise of account based marketing . This model does not focus promotional efforts on a single person, but is directed at an entire work team or "account", for example, the workers of the local office of a multinational. In this way, it is possible to target campaigns to very specific audiences and Image Masking track results more accurately. But while this is a promising solution, it alone doesn't quite solve the sales attribution problem.