Multi-touch attribution for inbound vs. outbound?
This question is related to sales vs. marketing efforts to generate the qualified lead.
ABM is all about alignment between digital, field marketing, brand, product marketing, sales development, and field sales. Maybe there was lots of SD Outbound that led to a prospect signing up for an event, the SDR followed up after the event, no response after many tries, and then the person inbounds a month later. Is that inbound or outbound?
In other words, with GTM models where lots of sales and marketing effort lead to getting a meeting with a good fit account... who cares if the last action leading to the meeting was an inbound or outbound activity?