Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automationsolutions at prices that make them affordable for companies of every size.
So why do marketers still struggle to gain credibility for their results? Why can’t anyone tell me how much revenue they are generating?
As I see it, the problem with attributing revenue to marketing results can only be partially addressed by technology, especially in B2B companies with complex sales cycles that extend for months or even years.