Marketers say revenue attribution—the practice of linking marketing efforts to a desired outcome (conversion, revenue, profit, etc.)—enables better decision-making and helps to align teams, according to recent research from Ascend2.

The report was based on data from a survey conducted in October 2020 among 272 marketers (44% of whom have a revenue attribution strategy in place, and 42% of whom are either rolling out or planning a revenue attribution strategy).

Some 59% of respondents say a top benefit of revenue attribution is that it enables better decision-making, and 43% say a top benefit is that it drives Marketing and Sales alignment.

Some 79% of respondents agree that an effective revenue attribution program helps to eliminate friction between Marketing and Sales.