magazine | August 27, 2017
Building a Believable Revenue Attribution Model
As marketing leader, you step into the CEO’s office with a preview of your presentation for the upcoming strategic planning meeting. You picture the conversation going one of two ways: The CEO congratulates you on speaking his language. Or he stops you halfway through and asks for a major rewrite. One scenario leaves you excited and confident; the other makes you question your job security. To see how revenue attribution fits into your overall marketing strategy, access the How to Make Your Number in 2018 and answer the questions in the Lead Generation phase starting on page 300.
Change the Conversation
Revenue attribution begins with the end in mind. Value creation in financial terms balances revenue and cost. Revenue attribution bridges the two, changing the conversation with marketing from “How much does this cost?” to “How much more investment will yield X revenue?”
The keys to believable revenue attribution lie in language that your audience relates to and a model that is simple enough for them to understand. Any marketing director can put together a model that marketing pros would admire, but that no one outside marketing wants to read. And any marketing analyst can put together a model with scores of variables, metrics, scenarios, and customer data that is interesting, but doesn’t provide a commercial insight for the business.
To go deeper, download our Special Issue: Revenue Attribution. Would you like a hand with revenue attribution to make marketing more scientific? Plan a workshop with the SBI team of marketing experts in Dallas at , SBI’s multimillion-dollar, one-of-a-kind, state-of-the art, executive briefing center.
Make Your Case
As the saying goes, “Trust takes years to build, seconds to break, and forever to repair.” Here are some tips for building trust with your CEO:
If successful, marketing’s revenue attribution model will be showcased. That puts your reputation on the line, and your CEO’s reputation, too.
The immersive sessions accelerate your adoption of revenue attribution and put you on the right path with a solution and implementation plan.
Have expectations gone up and left you wondering if you have the right marketing strategy to support the new revenue growth goals? Here is an that will help you understand if you have a chance at success. Take the Revenue Growth Diagnostic test and rate your Marketing Strategy against SBI’s emerging best practices to find out if:
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