#67 Winning Over the Modern Buyer Using the Power of Dark Social
Winning the Challenger Sale
The Importance of Self-Reported Attribution
B2B executives have been sold to live by analyst firms and technology vendors that they should be able to measure the impact of their marketing down to every dollar. And I think that it's driven tons of the wrong behaviors that are not customer centric. We need to rethink what the point of attribution is overall, which is that it's to drive strategy decisions. It's used to inform strategic decisions not to prove ROI. Well, we need to look at a business level and say, are we generating enough revenue for the amount of money we spend on revenue generating activities?
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