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Marketo Attribution Broken? Here’s How to Fix It.

Get clear, revenue-focused attribution insights—without overcomplicating your Marketo setup.

Attribution in Marketo:

How to Configure, Optimize, and Prove ROI

Put together by interviewing 70+ Marketo experts - Tops VPs & Directors to gather common problem cases and pro tips to tackle and optimise Marketo’s full potential.

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“Marketo’s attribution is solid, but it’s not enough for revenue tracking.”

Sound familiar? You’re not alone

Frustrated with:

01

Limited tracking (Marketo stops at MQLs—how do you tie efforts to revenue?)

02

Data chaos (UTM errors, duplicate leads, unreliable reports)

03

Sales vs. marketing fights (“Who gets credit for this deal?”).

04

Executive skepticism (“Prove these campaigns actually drive pipeline.”).

This guide solves it. Learn how to:

Simplify attribution (without sacrificing accuracy).

Integrate Marketo with Salesforce/Fivetran for deeper insights.

Fix data hygiene so your reports are trustworthy.

Use ABM + multi-touch to align sales and marketing.

What’s Inside?

“We moved to Fivetran for weighted touchpoints—Marketo alone wasn’t enough.”

— Vladlena, Marketing Ops Leader

01
Marketo vs. Marketo Measure

Which tool is right for you?

02
Data hygiene checklist

Stop guessing—start trusting your data.

03
Budget reallocation playbook

Double down on what actually drives revenue.

04
ABM attribution framework

Get sales and marketing on the same page.

Who Is This For?

01

Marketo users stuck with last-touch attribution.

02

Marketing ops tired of cleaning up messy data.

03

Demand gen needing to prove campaign ROI.

04

B2B leaders who want sales/marketing alignment.

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Stop Guessing—Start Proving.

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