It’s rare that a business purchases a product from another business on first sight.
In fact, you could state that it never happens. Forget about it!
Then, if there’s a lot of time between first interaction and revenue, and you lose tracking, what do you do?
Do you just attribute all value to the sales people, when a sale finally closes?
You need to do something that the whole company finds a fair way to judge what made revenue happen.
In the podcast Lars touches upon:
Why B2B attribution is messy and demands good data
What’s a good B2B attribution model
Why you are in danger, if you judge your efforts based on Google Analytics
Why all leads are definitely not equal worth
How to align sales and marketing based on revenue
Sounds pretty interesting, right? :)
Listen to the podcast here.
If any questions came to mind from listening, please send them our way.