For years, marketing teams have chased credit. We optimized for attribution. We tried to prove we “sourced” pipeline. We counted every MQL and traced every form-fill back to a campaign. And for a while, it felt like progress. But here’s what we’ve learned, especially in B2B: Chasing credit doesn’t build confidence. It kills it....
Highlighted Summary: Situation Simpro, a growing job management software company, faced challenges with marketing attribution and budget allocation. Traditional linear attribution models limited their ability to track marketing’s true impact, as these models required direct, traceable links between marketing efforts and closed deals. As Louisa Smythe, Director of Global Marketing Operations noted, “In a...
Highlighted Summary: Situation OpenText, a leader in enterprise information management, found itself facing challenges with budget allocation and campaign effectiveness across various marketing channels, some of which were managed by an external agency. The company’s complex data landscape made it difficult to implement traditional attribution models, as data sources were siloed and often incompatible....
Predictive analytics is an incredible tool that can make a huge positive impact on your company. From optimizing marketing campaigns to reducing risks of investments, predictive analytics serves as an invaluable asset to every company that uses it. So far as business tools go, it is relatively new—after all, the technology that is used...
