Winning Over a Skeptical Sales Leader to the Value of Marketing


Bring visibility to all marketing activities tied to an opportunity and watch skepticism turn into a belief.

Marketing and sales teams too often find themselves stuck in a detrimental battle over to whom revenue attribution should be attributed. CEOs at top-performing companies utilize revenue attribution to navigate this war-zone and understand which activities produce revenue bookings.

Revenue attribution models give executives a clear line of sight from the corporate strategy through customer touch-points in the company’s product, marketing, and sales strategies.

You’ve heard it before.“Marketing doesn’t get it. I need leads, not messaging.” Or, “The marketing guys don’t do anything for me. If they would just give me their budget, I could hire 15 more salespeople and make the number.”

Sales VPs can be ruthless. I know. I was one of them and said many of the same things until my CMO explained how her campaigns and content…

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