RV222 - Attribution is the problem (not the solution) | Go To Market Live Episode 38
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Rethinking Marketing Attribution
This chapter examines the complexities and misunderstandings surrounding marketing attribution models in the context of sales and marketing collaboration. It calls for a holistic approach to measuring marketing effectiveness, arguing against simplistic binary models that misrepresent the contributions of marketing. Ultimately, the chapter advocates for a more integrated strategy that aligns marketing and sales efforts, enhancing accountability and performance measurement.
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