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B2B Revenue Vitals
RV173 - Expert Session: Signal-Based Pipeline Architecture with Crissy Saunders and Charlie Saunders
Apr 30, 2024
Marketing Operations experts Crissy and Charlie Saunders discuss setting up measurement frameworks for demand programs, pipeline sources, and funnel tracking. They delve into data infrastructure errors, revenue team alignment, lead management tactics, partner contribution tracking, and signals for sales success.
01:00:17
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Quick takeaways
- Implement a unified model for go-to-market measurement by utilizing custom objects in CRM for tracking the buyer's journey and pipeline sources.
- Traditional pipeline structuring challenges in CRM systems hinder accurate insights, advocating for a unified data model approach over multi-touch attribution.
Deep dives
Unified Approach to Data Architecture for Marketing Insights
Implementing a unified model for go-to-market measurement can greatly benefit businesses in analyzing the buyer's journey all the way from a sales-ready signal to revenue. By utilizing a custom object within CRM to track this journey, teams can unify data on a single platform, allowing for insights into different channels and signals influencing conversions. This approach emphasizes the importance of pipeline architecture over multi-touch attribution, providing a more straightforward and comprehensive view of the sales process and marketing activities.
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