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Jen, this is a very debated and complex topic that most marketers, including us at Shipwire, struggle with.
There are many ways to measure your information but I've found most people like RCA or a manual method with CRM and Excel. We do the latter since our setup is a bit custom.
We use a multi-touch attribution model broken out by timeframes (name to lead, lead to opp, opp to won) and also give credit to lead source. We use Salesforce and have found SFDC Campaigns/MKTO Programs to be very helpful in our "touch" measurement.
Can anyone confirm for me that the 'Average # of Successes' is calculated across leads with a contact role on the opportunity? That seems like the most logical answer to me, but I can't find it in the documentation anywhere.