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17min chapter
RV222 - Attribution is the problem (not the solution) | Go To Market Live Episode 38
B2B Revenue Vitals
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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