That understanding is your plan’s guiding star. Here are some tips to go the distance:
- Use a dedicated vendor: Unless your entire job is attribution, there aren’t enough hours in the day to build this effectively on your own. There’s no native ability in CRMs to pivot campaign memberships against opportunities, which is how you start to calculate ROI.
- Establish common terminology: Marketing and Sales needs shared definitions of what it means to source, touch, influence leads, the same classification of sources vs mediums, and a mutual understanding of how your CRM accounts for revenue and opportunities. This helps to keep your data clean and for Sales to set accurate goals.
- Clear data collection: Use UTMs wherever you can, and be consistent with tagging traffic coming into your website.
- Get your tools in sync: Many attribution platforms use Salesforce campaign objects; to keep accurate data flowing, check that these are synced correctly with the relevant Marketo programs.