Back to Home
The best comment was picked

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?


Bravo
To answer the question, I care :) I'm a big last touch attribution girl. In the end, I'm not here to reward effort, I'm here to reward efficacy.  I would regard anyone who requests a demo as an inbound. It's hard for me to buy as a leader that if your outreach was that great, that they wouldn't respond to you directly, and instead they would ... See more
Marked as best answer by Becc Holland
Bravo
1
Reply
what are these acronoyms? If you are asking why they are measuring both-- I will tell you why I measure. It's to figure out what the fastest way to get through would be. For example some of these issues is because there is call reluctance.  Data can be subjective- people can say they did something but they didn't, they didn't account for thos... See more
Bravo
1
Reply
Join Bravado to comment on this post