Revenue Attribution

Revenue attribution is the process of linking revenue to specific marketing efforts. It shows which activities are driving sales. In B2B, where buying journeys can be long and complex, this is crucial.

There are different models for revenue attribution. First-touch attribution gives all credit to the first interaction. Last-touch gives credit to the final touchpoint before a sale. Multi-touch models spread credit across all interactions.

Good revenue attribution helps you understand what's working. It can guide your marketing spend and strategy. For example, you might invest more in channels that drive high-value sales.

Implementing revenue attribution can be challenging in B2B. It requires good data collection and analysis. Many companies use specialized software to track customer interactions across channels and attribute revenue accurately.