Evaluating proof of impact as a marketer is hard. Now more than ever, higher-ups and stakeholders want an informed view of how marketing and sales efforts impact pipeline. If your team executes a healthy mixture of tactics, tracking success of each campaign is no easy feat. At the end of the day, results matter, and once you’ve closed out a marketing initiative, it’s time to ask the all-important question:
“Has my work created a meaningful impact?”
We ask ourselves that after every site is launched and piece of content is shipped. Measuring the success of a marketing and sales campaign is just as essential as planning and execution. While many marketers track web traffic impressions, content engagements, and click-through-rates to measure impact, sales teams are evaluated based on revenue targets. Marketing and sales teams really work to accomplish the same goal of increasing market share and pipeline. But if it’s unclear how success is being measured, it can be a challenge to determine where to allocate resources and how to improve the overall outreach strategy.
Revenue attribution models can be used to align the goals of marketing and sales teams by planning upfront how to measure an initiative’s impact.