While attribution was intended as a campaign optimization tool, board members and CEOs pressure marketers to report how much pipeline and revenue they bring to the business. Single-touch models proved less than ideal in B2B because of buyer committees and circuitous buyer journeys. To date, multi-touch attribution is the best estimate to figure out how much pipeline and bookings marketing influenced versus other departments.
If we understand why something went so wrong, we can make something better. So let's explore how we got here and what we can do to fix it.