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Salesforce can’t tell the complex and unique story of how marketing’s efforts have influenced all the decision-makers on an account. And the problem lies in its inability to accurately track multi-touch attribution.
Each individual account’s journey is by no means a straightforward or linear affair. But with Salesforce—since the tool was not developed to make the marketer’s job easier—you’re only able to capture and report on the first and last marketing touchpoints where a prospect interacted with your brand or product. This effectively knocks all those other influencers out of the equation—and out of your reporting capabilities.
Let’s take a step back and discuss the methods of marketing attribution tracking that you need to utilize.
Single touch attribution tracking is when you look at only a single touch in the buyer journey. As explained above, this is typically what brings a lead into your system and what makes him convert.
Single touch attribution is the type of tracking that Salesforce provides. However, as the buyer journey becomes more complex and your buyer and her decision peers self-educate through the buyer journey, single touch is simply doesn’t cut it. It’s not enough to understand what brings someone in. A modern marketer needs to understand what moves that person (and account) through the sales funnel.
Multi-touch attribution is the ability to track and assign value to multiple touches throughout the buyer journey. This type of tracking looks at every single sales and marketing touch and assigns value to each interaction. This type of tracking is something that Salesforce is unable to provide marketers, which is incredibly problematic.
In order to get true multi-touch attribution, you need a third party platform which helps create those attribution models for your business—so you can get true ROI for programs that influenced the buyer journey— from lead to customer acquisition, and everything else in between.
With a third party platform, you can see what channels have influenced the most revenue, have the most opportunity touches, and have the most deal touches. These metrics will show you what channels are helping to move a buyer through the journey to become closed customers.
Without multi-touch attribution tracking, you would never know your most influential channels.
This discrepancy between what actually happened and what can be reported on should make any data-driven marketer feel uneasy.
Download our latest ebook to learn more about why Salesforce reporting won’t cut it for marketers.