100% Pipeline Visibility with Multi-Touch Attribution in Marketo

Client Overview — A Global B2B Company Struggling to Prove Marketing Impact

A global B2B company invested heavily in demand generation campaigns across email, events, paid ads, and content. But when leadership asked which campaigns influenced revenue, the marketing team couldn’t provide clear answers. Reporting was fragmented, sales questioned marketing’s impact, and budget justification became a challenge.

Challenges — No Clear View of What Drove Pipeline

• Fragmented Reporting: Channel-specific dashboards existed, but no unified view of pipeline influence.
  
• Single-Touch Bias: Reporting gave full credit to the last campaign interaction, undervaluing earlier touches.
  
• Budget Allocation Blind Spots: Leadership couldn’t see which investments generated ROI.
  
• Sales Skepticism: Without attribution, sales doubted the value of marketing’s contribution.

Solution — Multi-Touch Attribution Framework Inside Marketo

Xgrid helped the client build a multi-touch attribution model, giving leadership full visibility into campaign influence on pipeline.

• Unified Attribution Model: Implemented a multi-touch approach to spread credit across all campaign interactions.
  
• CRM Integration: Synced Marketo with Salesforce to tie marketing touchpoints directly to opportunities.
  
• Channel Weighting: Customized attribution models (first touch, last touch, even distribution) depending on campaign type.
  
• Pipeline Dashboards: Built dashboards that showed influence on opportunities, revenue, and deal velocity.
  
• Executive Reporting: Created board-ready reports to justify spend and demonstrate marketing’s revenue impact.

Results — Marketing Credibility Restored and Budget Optimized

• 100% Pipeline Visibility: Every opportunity was linked back to influencing campaigns.
  
• Smarter Budget Allocation: Leadership shifted budget toward channels with the highest revenue contribution.
  
• Increased Sales-Marketing Alignment: Clear attribution improved trust between teams.
  
• Revenue-Proven Marketing: Marketing secured future funding by showing direct pipeline impact.
  
• Ongoing Optimization: Teams continuously refined campaigns based on attribution insights.

Want 100% visibility into how your campaigns drive the pipeline? Avail Xgrid’s Marketo Consulting Services to implement multi-touch attribution that proves marketing’s revenue impact

Key Takeaways — Attribution Turns Marketing into a Revenue Partner

• Multi-Touch Reflects Reality: Buyers interact across channels; reporting must show the full journey.
  
• Integration Unlocks Truth: Connecting CRM and Marketo is essential for accurate attribution.
  
• Credibility Comes from Proof: Attribution elevates marketing from cost center to growth driver.

Conclusion — From Fragmented Reports to Full Pipeline Influence

By building a multi-touch attribution model, the client finally proved the revenue impact of marketing. Leadership gained clarity, budgets were optimized, and sales and marketing aligned around shared pipeline goals.