Speakers: Milan Malivuk | Matt Sharrers, SBI
Director of Growth and Acquisition Marketing at Intellitix demonstrates how to implement Revenue Attribution.

Milan Malivuk - Marketing Leader


Joining us for today’s show is Milan Malivuk, the Director of Growth and Acquisition Marketing at Intellitix. We are going to take a deep dive into one of the hottest topics in B2B Marketing: Revenue Attribution. 


Simply put, Revenue Attribution is the ability to trace each dollar of revenue back to the marketing or sales activity that originally sourced the opportunity. To get your arms around this complex topic, access the most comprehensive resource available on the topic. Download our SBI Magazine Special Issue: Revenue Attribution.


Today we are going to demonstrate how to implement Revenue Attribution. If you would prefer to watch the interview, Click Here to stream the video.


Why this topic?  CEOs and Chief Revenue Officers need to understand what sales and marketing activities help influence a revenue booking. Once you can quantify the value of those activities, then you can attribute revenue back to the activities that produced the revenue.  These insights can then guide your marketing and sales investments.


Our guest today has a proven record of accomplishment in revenue marketing and the ability to tie marketing investment to revenue.  Few B2B marketers have fully closed the loop to attribute revenue to each touch.  This podcast episode is a resource to understand how to implement revenue attribution.


In the first segment Milan describes covers the fundamentals to bring clarity to the subject and why it’s important.  Marketing Contribution is often confused with Attribution. 


  • How do you describe Revenue Attribution?
  • What is the business value of Revenue Attribution to you as a marketing leader?
  • What is the value of Revenue Attribution to the Chief Revenue Officer, the CEO, and the Board?


Segment two goes deep with Milan on how to implement.  Literally, Milan is one of the few marketing leaders who has implemented real revenue attribution measures.  Listen to the show to hear the process Milan undertook to make it happen, including:


  • How did you prepare your team?
  • What changes were required with sales operations to close the loop?
  • What activities were required by your team to implement, and did you implement Revenue Attribution in stages?
  • What technology was required?


The final segment explains the output of revenue attribution. What should the reports include and how to present to the executive team.


If you would like to learn more about attending a Revenue Attribution workshop, click Here to request a workshop for your city.




Matt Sharrers

Leads the firm's focus on the CEO’s role in accelerating revenue growth by embracing emerging best practices to grow revenue faster than the industry and competitors. 

Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.


Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.


Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.



Read full bio >