How to build a custom attribution model to bridge the marketing-sales gap

1. MARKETING
INFLUENCED OR SOURCED?
How to Measure True Marketing Impact in Sales World
Lauren Alt & Kelly Justice • Outreach.io

2. State of the Union: Marketing
10+
Years Ago
Today’s
World
Future of
Marketing
Attribution

4. What You’ll Learn:
1. Gaps in traditional marketing attribution methods
2. How to map out a custom attribution plan
3. Transitioning beyond a sales v. marketing
mindset

5. A look into traditional attribution methods
1. First Touch Model
2. Last Touch
3. Opportunity Creation
First
Touch
Lead
Creation
Opportunity
Creation
Closed
Won
Stage 3Stage 1 Stage 2 Stage 4

6. Model #1: First Touch
First
Touch
Lead
Creation
Opportunity
Creation
Closed
Won
Stage 3Stage 1 Stage 2 Stage 4

7. Model #2: Last Touch/Opportunity
First
Touch
Lead
Creation
Opportunity
Creation
Closed
Won
Stage 3Stage 1 Stage 2 Stage 4

8. “What got us here, won’t get us there.”

9. Gaps in Standard Marketing Attribution
Lack of visibility into entire buyer’s journey
Not integrated with ABM plays
No attribution for late stage programs

10. A Perfect World...

11. 3 Steps to Finding Full Funnel Impact

12. Touchpoint Strategy
The path to finding full funnel impact...
Prioritize Stages Create the Story

13. #1: Create a strategy for capturing activity
throughout the funnel
Touchpoint Strategy
• Know the touchpoints that you want to
capture
• Partner with teams to make it
qualitative and quantitative

14. #2: Prioritize the touchpoints to your GTM strategy
Prioritize Stages
• What stages of the funnel do you care
about most?
• Diversify filling the funnel while
moving deals forward
• Align to program spend to goals
• Avoid desert wasteland of pipeline

15. #3: Create the Story - “Lookback to Look Forward”
First
Touch
Lead
Creation
Opportunity
Creation
Closed
Won
Stage 3Stage 1 Stage 2 Stage 4
20% 15% 20%
5% 5% 5% 5%

16. Our Aha Moment

17. It’s About Marketing Impact
What programs &
channels should
we increase spend
on to capture
ROI?
What programs &
channels are
successful at
what stage of the
funnel?
What role does
marketing play on late
stage sales deals &
how can we increase
deal velocity?

18. Objectives of the Impact Model
● Accommodate every important stage of the buyer’s journey
● Validate spend (and time) post opportunity creation to drive budget
allocation and ABM/event planning
● Provide visibility into weighted measurements from first touch to closed-
won, across all marketing channels & sales activity (new and influenced)

19. Have a North Star Metric that Aligns Teams
“The wrong metric is worse than no metric at all”

20. ARR
Marketing Programs
Program ROI
Performance @ Stage
Engagement Coverage
Sales Activities
Account Activity Coverage
Touchpoint Activity @ Stage
Pipeline Coverage & Movement
Conversion Rates to Plan
Pipeline Coverage Gaps

21. Results & Outcomes - Highlights
● Optimized for:
○ Opportunity creation
○ Closing event
strategy
○ ABM programs to
open pipeline funnel
○ Full funnel content
marketing plan

22. THANK YOU!