Published: 19 February 2024
Without insights to describe the impact of various touchpoints, marketing’s influence in generating sales opportunities will remain unclear. To help demystify marketing performance, product marketers must educate GTM teams, ensure high data quality and use martech to unlock multitouch attribution.
Insight gaps: Some tech marketers only use “single-touch” attribution (i.e., assigning full credit for a conversion to either the first or last touchpoint) to analyze marketing channel and campaign performance. These approaches overlook the importance of a combination of marketing and sales touches in generating conversions, like lead or opportunity creation.
Data: High data quality is needed from the diverse set of channels and touchpoints used by marketing and sales. Otherwise, tech marketers will not be able to understand which combinations of channels, campaigns and content are most effective for driving customer acquisition (new accounts) or expansion (upsell and
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