According to the State of Pipeline Marketing Report 2015, less than half of CMOs believe that their team is using the correct attribution model. This means that less than half of these marketing leaders are actually confident that their team is accurately attributing marketing activities to revenue.
Usually, this is due to the fact that their marketing org continues to use single-touch attribution models. These are models that give 100% of the credit for customer revenue to a single marketing touchpoint along a 3-6 month buying journey. Understandably, this isn’t the ideal way to assess marketing’s contribution to the bottom line -- far too many touchpoints go unnoticed.