To make better decisions, marketers need accurate visibility into campaigns that influence pipeline and revenue. However, most marketers rely on an oversimplified approach to do so.
Though the B2B marketing and sales funnel typically includes multiple touches, many marketing teams use single-touch attribution methods. Those methods only acknowledge the first- or last-touch campaign when determining revenue credit and calculating ROI.
Moreover, marketers use single attribution because it's the default model in most CRM systems and marketing automation tools.
Another attribution model, however, is becoming more popular among marketers: a multi-touch even-spread model.
In the multi-touch model, every campaign touch is captured, and each campaign gets equal revenue credit on an opportunity. For example, a whitepaper download that a prospect didn't read gets the same revenue credit as a webinar a prospect attended. This method does provide more insight than a single-touch model, however, because every campaign that played a role in creating the opportunity gets some credit.
Analysis of the first and last touches is important, and depending on your unique business processes, one or the other may carry greater weight... but understand that using a single-touch attribution model that gives all the revenue credit to one of these touches and disregards every other campaign touch is inaccurate.
So, using a multi-touch even-spread model doesn't paint the whole picture either.
The Power of Weighted Campaign Influence