Marketing reports are never accurate.

But some marketing leaders have figured it out. How did they do it?

When I was working at my last job. We had reports that gave us first touch and last touch.

We used a simple system of UTMs tracking the channels we wanted to measure.

We stamped a first touch-field when someone came in. We stamped the last touch-field as the last thing they engaged with before they became an opportunity.

Are there a lot of holes and buts here, yes.

But are you able to use any of your reporting today?!

If you can, this post is probably not for you. But if you can’t read on.

Most try to overcomplicate attribution.

The key is:

1) Keep it simple

2) Define the channels you want to measure

3) Outline a data model between your marketing automation platform and your CRM.

4)Create the rules in your marketing automation software and CRM.

5) Finally create reports

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The Result:

You will be able to say, we know what channel we are using that brought an opportunity/closed-won customer in.

You will also be able to say we know the last thing they engaged with before they became an opportunity/closed-won customer.

This will help you to know how to invest your budget in activities that are bringing in qualified prospects.

This will also give you an idea of common themes a prospect engages with before they become an opportunity.

Start simple before creating a worse problem than you had before.

Don’t waste too much time on reporting. You have a lot of other things on your plate.

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