Channel and tactic attribution

[Shakhawat]

Okay, okay, I know this probably isn't just one report, but these do go hand-in-hand, and there are likely a few ways you'll want to look at them. The first is by channel, specifically which is driving the most MQLs, SQLs, opportunities and customers.

The second is looking at a more detailed attribution report. physician database These can take a few different shapes but will generally fall into these buckets:

First touch
Last touch
Multi-touch
At New Breed, we're big fans of multi-touch reporting since—especially in the B2B space—sales cycles are typically longer, and a contact or account will be touched by multiple campaigns before becoming a customer. By looking at which campaigns are most effective at moving contacts through each stage you're able to get a much deeper understanding of your funnel and what contributes most to inbound marketing ROI:

Marketing bookings
This is really the be-all end-all for great CMOs: How much have your initiatives contributed to your top line? There's nothing more satisfying than being able to illustrate this. We generally like to display this by campaign to show which assets or initiatives have helped generate revenue, so it might look something like this:

Achieving this level of reporting takes an established, tight alignment between the marketing and sales teams. Additionally, it requires a well-implemented marketing-automation and technology stack. This is absolutely achievable, and hey, you can't be a alone. It always takes a band.