Re: Accurate First-Touch/Multi-Touch (FT/MT) Attribution Reporting on Existing Opportunities

Dan_Stevens_
Level 10 - Champion Alumni

Re: Accurate First-Touch/Multi-Touch (FT/MT) Attribution Reporting on Existing Opportunities

Hey Jeff - thanks for chiming in here.  In our case, we have very long sales cycles (often > 6 months).  We also have a complex opportunity process that consists of 5 stages.  Someone could be in one of those early-mid stages and our role, as Marketing, is to help progress those leads to closed-won business.  Let's say we have a digital transformation opportunity, which includes a complete website redesign using a new CMS (e.g., Sitecore) and integration with best-in-class marketing platforms like Marketo.  We may choose to to invite them to the Marketo Summit and host them at a client workshop/dinner.  These activities are very relevant to help move this customer of ours to later opportunity stages.  This is actually very common with a lot of our deals.  We are also very event-heavy - and not big conferences/tradeshows, but rather client intimacy events, full-day Innovation days, etc.

Look forward to connecting with you next week in Vegas!