Tag: multi-touch attribution

We start this blog by stating the obvious. There are two requirements to performant marketing: 1) to generate high quality leads, and 2) to do so as efficiently as possible in terms of resources consumed.

In practice unfortunately, these objectives often get forgotten as marketing teams sustain pressure from the organization. This leads to an outsized focus on lead volume, to the detriment of quality and efficiency. Let’s examine each of these two objectives carefully and try to understand the best way to achieve both.