Advanced Multi-touch Attribution in Salesforce
Implementing custom engagement tracking model in HubSpot and Salesforce, aligned with funnel stages to identify true buying signals, and directly tie engagements with pipeline.
Overview
- Track gated / un-gated assets to identify multi-channel performance
- Automate campaign creation and management process
- Establish weighted revenue tracking process by Types / Channels
Platforms
RevOps Global is a trusted partner — true experts who are committed to our success. Although our engagement focused on marketing operations, Greg and the team took the time to understand our end-to-end customer journey. They used that context to design solutions that fixed our marketing ops gaps and integrated seamlessly with our sales and customer-success processes. I have no negative feedback — the work has given us better visibility into marketing performance and the data we need to make smarter decisions.
Peter Jennings, VP of Revenue Operations, Thought Industries
Challenges + RevOps Solution
Challenges
Solution
Track UTMs / Source information consistently across web assets
Marketing was losing UTMs when cookies were not accepted or visitors navigate to other pages
Custom cookie-less web tracking ensured UTMs and referrer information is captured across all web properties.
Build complete buying group coverage across decision makers and influencers
Buying groups were incomplete, leaving key decision makers and influencers out of the process
Stakeholder roles were auto-mapped across the buying group and updated as contacts changed
Tie marketing effort to pipeline and revenue to prove ROI
Campaign impact on Opportunities and closed-won revenue wasn’t clearly attributable
Campaign activity was tied to Opportunities and closed-won outcomes for attribution and ROI reporting
Align Sales and Marketing on a shared account and stakeholder view
Sales and Marketing had different views of accounts, slowing coordination and deal progress
Shared buying group visibility in Salesforce kept teams aligned and improved coordination
Accelerate deal cycles and reduce missed revenue moments
Misalignment and missing stakeholder visibility contributed to slower cycles and revenue leakage
Centralized buying group visibility reduced gaps, improved handoffs, and accelerated deal cycles
Thought Industries now has accurate multi-touch attribution, enabling them to prove ROI, and optimize channel spend.
Growth in Won Opportunities: Automation helped identify and engage critical stakeholders early, accelerating deal progression and improving win rates.
Improved Sales Team Efficiency: Sales reps saved countless hours by leveraging automation to identify potential stakeholders, track recently engaged individuals, and seamlessly capture relevant contact-to-opportunity information.
Accurate Tracking of Marketing ROI: Enhanced tracking of influenced Opportunities in Salesforce enabled marketing to demonstrate its contribution to closed-won deals. This improved collaboration between sales and marketing ensured that all efforts aligned with revenue goals.
Meet our team that helped Sanity accelerate deals and prove marketing’s revenue impact with Buying Group Automation in Salesforce.
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