Measuring account progression makes the attribution conversation obsolete
Rethinking B2B Marketing: Why Measuring Account Progression Outshines Traditional Attribution
In the evolving world of B2B marketing, traditional attribution methods that focus solely on lead tracking are proving inadequate. Marketers and sales teams need a more dynamic way to gauge success and align efforts across the buyer’s journey.
Why Traditional Attribution Falls Short
Classic attribution models typically track individual leads and assign marketing success based on conversions or touchpoints tied to those leads. However, in complex B2B sales, this approach overlooks the bigger picture—the progression of entire accounts through their decision-making process. This can result in misalignment between marketing and sales teams and obscure insights into what drives revenue.
Introducing Account Progression Measurement
Measuring account progression involves evaluating where accounts stand along defined stages of the buying journey: unaware, aware, engaged, qualified, sales-ready, and customer. This method offers a clearer framework for marketers and sales to agree on success criteria.
Tracking account movement through these stages allows companies to:
- Align marketing and sales strategies around common goals
- Better forecast revenue by understanding account readiness
- Improve campaign effectiveness by focusing on advancing accounts rather than just generating leads
Implementing a Stage-Based Model
To successfully adopt this model, organizations need to establish clear definitions for each stage and consistently track account status over time. By mapping marketing activities to progression milestones, businesses can identify which efforts drive tangible forward movement.
Key Insights
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Why is lead-based attribution insufficient for B2B? Lead tracking often ignores the complex, multi-touch buying process involving numerous stakeholders in an account.
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How does account progression improve marketing-sales alignment? It creates shared definitions of success and focuses both teams on moving accounts forward cohesively.
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What business benefits come from this model? Enhanced predictability of revenue, better campaign ROI, and a unified go-to-market approach.
Conclusion
Shifting from traditional attribution to measuring account progression presents a powerful opportunity for B2B companies to optimize their marketing and sales efforts. By adopting a stage-based framework and focusing on the entire account journey, businesses can foster collaboration, improve forecasting accuracy, and ultimately drive stronger growth outcomes.
Source: https://martech.org/measuring-account-progression-makes-the-attribution-conversation-obsolete/