video |
November 24, 2018 | 4 min read
Unlocking the Secrets of Revenue Attribution
By: Matt Sharrers
Joining us on is Sarah Kennedy Ellis, the Chief Marketing Officer for Marketo, the leading marketing automation software provider.
Below is a timestamped summary of the show segments and the topics covered. If you’d prefer to listen to the podcast version click here.
Skip to minute 4:11 to listen to Sarah explain the value of revenue attribution to the sales leader:
“It’s just as important for them [the sales leader] as it is for every leader in the C-Suite. But when I think about the way that I collaborate with our Head of Sales, Eric Johnson, we’re often having conversations about how to get the right mix of investment and expectation of our teams in terms of outbound versus inbound sales…”
Skip to minute 7:34 to watch Sarah discuss the talent function of revenue attribution:
“When I look at my team, I’m looking for analytically literate people. And what I mean by that is, they can report on the data but they can also tell a story and use it to create meaningful action plans that aren’t just a one-hit wonder. And so the talent piece is actually fundamental and foundational to everything you do with revenue attribution…”
Skip to minute 13:56 to watch Sarah define who Bizible is and why Marketo acquired them:
“Every single time we interact with a buyer throughout every stage of the funnel, every stage of their journey, Bizible gives us those insights. Whether it’s a channel that’s hosted through our integration with Marketo or not, Bizible brings us those insights and that data. I think that’s where we’ve got a lot of opportunities in the industry to start giving CMOs the ability to tell a better, more compelling story. And that’s what Bizible brings to Marketo…”
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 >
A key benefit of Multi-Touch Attribution Marketing is that it can help marketers fine-tune their str...
Let’s face it – Don Draper and the Mad Men era didn’t do marketing many favors. Do...
With the shift towards retention being the new growth, companies have increasingly seen the incremen...
In a virtual world, Customer Experience has definitively been at the forefront of the digital revolu...
CMOs commonly struggle with talent issues across marketing functions, more so than their counterpart...
Brand Experience and Brand Promise often get grouped into one category when considering how buyers i...
Over the last 6 months, there have only been an elite few known as “Accelerators” &mdash...
For many services companies who achieve exponential growth within narrow timeframes, they often find...
SBI TV episodes bring you Sales and Marketing insights from B2B industry thought leaders and growth experts, on topics like product, pricing, customer experience and success, and go to market. Catch up on new and previous episodes here.