Listen: Head Of Marketing, Edwards discussed on The B2B Revenue Leadership Show
"What does a good attribution model look like if you were to consult with a c._m._o. Ramona c._s._l. I think a good attribute <unk> one that works that if you use it <hes> get good results and i think another thing that's important is when you look at your attribution. Model is going to typically be like numbers right so you doing some kind of waiting or might be doing some a._i. Or whatever you do assigning values different touch points you have your revenue and then you're signing value to all the touch <unk> sales calls of webinars <hes> interactions website at this like everything you know about so i think what's important is that when you sit down and you look at individual deals than you do as a team so that should be like head of marketing sales tail like you're the team should agree that this is reasonable when you look at and deals you should go like hey. This is crazy this the the attribution model says that all this money was the result of a afterwards and in reality we can see that it was the result old of edwards sales calls that i like everything you want to bring into education model having a feeling doing that it is fair. I think it's important because otherwise people not accepted old. You're not gonna work. I think you have to get attribution models. One that is accepted tween sales marketing that everybody says okay it might not be the truth but this is a good enough enough version at the truth that we're going to work based on that. I think that's a good attribution model. Yeah and i think there needs to be this in the middle because what ends up happening and i hear this all the time from you know very well known marketing experts is like you know certain number of these turn into a certain number of the funnel model yeah and i'm like. I don't think that really works a smarter. You are with both your content in your inbound andrew outbound about targeting because we have that now we know who we wanna sell two and b. Two b. and we know the the exact companies the titles the players all of that but when it comes in the sales people you know if you have a thousand. What are the fifty that really matter. That's not only you know how to get them but how to prioritize is them. They put their time on the same thing. I think too many people looking at all thousand or equal and it's like yeah not equal most likely you buy and i think that's kind of a back to like a good attribution. Model is one that actually delivers results. I think it's good attribution. Bottles should also help you do that. Ah like you generating. I this company talked about work before we generated. Maybe a ten thousand inbound eats. It's every month so that's pretty good they all converge equally not all convert equally and and sell them were definitely not marketing <unk>. The mighty qualified sales qualified lead but even when we said okay like this is a group of things i like handwriting and people who are a they requested at them. They requested a callback from a sales rep or they were using a free product of the rose where they were a sales qualified leads but they didn't all equal now convertibles one group. You'd have like a sales rep had to do a hundred calls to deal. Sometimes they do one hundred calls close eight deals right so don't start by calling those deals <hes> and we also late with attribution saul how some of these deals like one thing is odd <unk> like because you got got like."