Revenue attribution models give CEOs the critical insight they need to make effective budget allocations.

Modern marketing organizations operate as revenue centers, not cost centers. CEOs at top-performing companies utilize revenue attribution to understand which activities produce revenue bookings. Revenue attribution models give executives a clear line of sight from the corporate strategy through customer touch-points in the company’s product, marketing, and sales strategies. Download our SBI Magazine Special Issue: Revenue Attribution.

 

Since nearly 90 percent of all CEOs have operational or financial backgrounds, it is imperative that CMOs provide their CEO with the critical insight needed to invest in marketing. CMOs who do this well lead companies that consistently outpace their market and their competitors. The CEOs in this group are delivering above-average revenue growth driven by a return on marketing investment (ROMI) of 20 to 25 percent revenue contribution. 

 

How do marketing organizations begin to provide revenue attribution? Start by drawing up your brand ecosystem. Think of your brand at the center, and all the different mediums that communicate your brand externally. These may include the web, email, mobile, social platforms, print, PR, sales, and even the finance department that sends the bill with your company’s brand on it.

 

All these touch-points can influence a customer’s decision to buy. That means revenue attribution modelers must collect and analyze data from these disparate channels to assess the impact of each campaign.

 

When the CEO has clarity into ROMI, he or she can confidently work with the CFO to properly allocate budget. In turn, the CMO uses revenue attribution to determine exactly where to place the budget to scale revenue growth. 

 

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 The Studio, SBI’s multimillion-dollar, one-of-a-kind, state-of-the art, executive briefing center. The immersive sessions accelerate your adoption of revenue attribution and put you on the right path with a solution and implementation plan. 

 

The Studio Executive Briefing Center

May 2017 SBI Magazine Special Issue: Revenue Attribution

How top-flight CMOs prove that each new marketing dollar they invest drives organic revenue growth.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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