RV 58 - Winning Over the Modern Buyer Using the Power of Dark Social | Winning the Challenger Sale Podcast
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The Limits of Self-Reported Attribution
B2B executives have been sold a lie by analyst firms and technology vendors that they should be able to measure the impact of their marketing down to every dollar. What I'm suggesting is what we call a hybrid attribution model using many methods of measurement, including large scale market research surveys. It's not like you're looking at software and it's going to spit out, do go do here's your plan, go do this. 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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