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The State of Marketing Attribution in 2024
Explore 2024's marketing attribution trends, challenges, and solutions in this
comprehensive research by Ascend2 and RevSure.
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FULL FUNNEL ATTRIBUTION


FOR HIGH GROWTH MARKETING
& REVENUE TEAMS

Track, Predict & Refine Campaigns to 3X Your Pipeline.



see How it works



TRUSTED BY THE WORLD’S FASTEST-GROWING BUSINESSES





MAKE THE MOST OF YOUR DEMAND GEN BUDGET.


PROVE THE VALUE OF EVERY TOUCH.


GO WHERE LEGACY ATTRIBUTION AND WEB ANALYTICS TOOLS SIMPLY CAN’T.

AI-powered insights to help you evaluate, predict, and build high quality
pipeline—faster.

TRACK, PREDICT AND REFINE CAMPAIGN PERFORMANCE

Get a complete view of campaign performance and how every touch point impacts
pipeline.

 * See full funnel attribution from visitor to opportunity
 * Uncover the tactics that generate pipeline
 * Get real time recommendations to maximize campaign effectiveness

Learn More →




PROVE THE VALUE & REALLOCATE SPEND TO THE BEST CAMPAIGNS

Quantify marketing contribution across the funnel, pivot efforts that are
under-performing, scale efforts delivering a return, and attribute the impact of
actions on conversions,  pipeline and revenue.

 * Maximize campaign ROI
 * Uncover the tactics that generate pipeline
 * Improve marketing spend efficiency

Learn More →

REALLOCATE SPEND & PIVOT EARLY TO MAXIMIZE PIPELINE ROI

RevSure’s AI-Powered campaign spend reallocation gives you real time
recommendations on how to optimize your efforts for success.

 * See what’s working, and what isn’t 
 * Make reallocation decisions based on customized goal metrics
 * Easily track Reallocation Opportunity to chart unrealized campaign potential

Learn More →


TAKE THE PAIN OUT OF PIPELINE FORECASTING

Confidently commit to pipeline generation and coverage targets with a
forward-looking view of your pipeline based on your companies’ unique GTM
motion.

 * Gain visibility into pipeline health
 * Improve win rates with predictive intelligence
 * Breakdown your pipeline by any segment

Learn More →

PERSONALIZE NEXT-BEST TOUCH USING AI-POWERED CONVERSION PATH & JOURNEY ANALYSIS

Trace the top conversion paths and the most important buyer journeys to inform
decision making at every stage.

 * See journeys at aggregate as well as individual lead/account/opportunity
   levels
 * Identify the role of campaigns and their contributions at every stage
 * Get “next-best touch” recommendations based on the unique journey of each
   account/lead

Learn More →




REMOVE THE GUESSWORK OF NEXT BEST ACTIONS FOR CONVERSION

Ditch manual calculations and average based calculations – let AI show you which
leads to prioritize, what campaigns to scale, or where leakage is happening from
stage to stage.

 * Get predictive lead recommendations
 * Improve stage-by-stage conversions
 * Maximize ROI from marketing investments

Learn More →


SAVE VALUABLE TIME AND EFFORT OF CREATING A SINGLE PANE OF GLASS

Spot leakages and identify interventions to accelerate conversions and
velocities across the E2E funnel.

 * Track stage-by-stage conversions
 * Compare marketing funnel sources
 * Stop funnel leakage
 * Identify pipeline and funnel trends
   

Learn More →

ANALYZE & EXPLAIN THE FULL FUNNEL IMPACT OF CAMPAIGNS

Every touch has an impact on your buyer's journey. RevSure Funnel Conversion
Attribution helps you tell that story.

 * Visualize the sourced, generated and open funnel for each campaign
 * Drill into each campaign’s influenced leads, accounts, opportunities and
   metrics
 * See what works best at every stage of the funnel

Learn More →

Track, Predict and Refine Campaign Performance

Get a complete view of campaign performance and how every touch point impacts
pipeline.

- See full funnel attribution from visitor to opportunity
- Uncover the tactics that generate pipeline
- Get real time recommendations to maximize campaign effectiveness

Learn More →

Reallocate Spend & Pivot Early to Maximize Pipeline ROI

RevSure’s AI-Powered campaign spend reallocation gives you real time
recommendations on how to optimize your efforts for success.

- See what’s working, and what isn’t
- Make reallocation decisions based on customized goal metrics
- Easily track Reallocation Opportunity to chart unrealized campaign potential

Learn More →

Personalize Next-Best Touch Using AI-Powered Conversion Path & Journey Analysis

Trace the top conversion paths and the most important buyer journeys to inform
decision making at every stage.

- See journeys at aggregate as well as individual lead/account/opportunity
levels
- Identify the role of campaigns and their contributions at different stages of
the journey
- Get “next-best touch” recommendations based on the unique journey of each
account/lead

Learn More →

Analyze & Explain the Full Funnel Impact of Campaigns

Every touch has an impact on your buyer's journey. RevSure Funnel Conversion
Attribution helps you tell that story.

- Visualize the sourced, generated and open funnel for each campaign
- Drill into each campaign’s influenced leads, accounts, opportunities and
metrics
- See what works best at every stage of the funnel

Learn More →





WE’VE GOT YOUR GOALS IN SIGHT


64%

of CMOs list pipeline expansion as top priority


44%

say marketing ROI is their most important KPI


58%

are heavily focused on demand gen optimization

RevSure provides actionable intelligence and predictive insights to navigate the
challenges of pipeline expansion, ROI amplification, and demand generation
optimization. Propel your strategy forward with data-driven certainty.



“B2B revenue productivity is at an all-time low. The best way to improve it is
by digging deep into the blockers in your funnel and pipeline. Finally having
stage-by-stage conversion, in one comprehensive view, is super powerful and
actionable — it’s a level of insight I never thought we could achieve.”

Tom Murtaugh

VP, GTM Operations



"RevSure's full funnel analytics and AI recommendation engine gives our team the
insights they need to accelerate pipeline & close business."

Shreha jain

Director of Marketing Operations



 “With RevSure, marketers can confidently understand what will happen in the
future and plan accordingly. RevSure provides insights that help you take
actionable steps to improve your campaign effectiveness and overall marketing
ROI - it’s one of the very few tools I use every single day.”

Tom Wentworth

CMO



"Just the breadth of information that RevSure presents around the whole funnel
is excellent. While most companies look at just the pipeline or marketing data,
RevSure bridges that gap by connecting the entire funnel. That's the core
differentiator because I haven't seen any other platform offer this level of
capability."

Mark Sladden

Revenue Operations Leader








predictive full funnel attribution


HOW REVSURE WORKS

RevSure.ai was built to give high growth marketing teams the insight they need
to confidently scale and prove ROI of marketing contribution to the pipeline.
This is how it all works.


1. INTEGRATES WITH ALL YOUR GTM DATA

RevSure connects natively to your entire tech stack, including: Website
Analytics, CRM, Marketing Automation, Sales Automation, Ad Platforms,  ABM
Software, Enrichment Tools, and more.

The data from all of these systems powers the RevSure GTM Data Graph.

Learn More →




2. REVSURE GTM DATA GRAPH™ COMES ONLINE

The RevSure GTM Data Graph connects all prospect touch points and harmonizes
data from multiple systems across the Marketing, SDR/BDR, and Sales motions.
Historical data is used to train this model and it becomes the single source of
truth.

Learn More →




3. JOURNEY TIMELINE IS CONSTRUCTED

The touch points for every lead, account, and opportunity are stitched together
in the Journey Timeline. This makes it easy to identify factors that drive
conversion behavior across demographic, firmographic, technographic,
interaction, and journey attributes.

Learn More →




4. UNIFIED FUNNEL REPORTING ACROSS SALES, MARKETING, & BDR MOTION BECOMES
AVAILABLE

The end-to-end funnel view across the entire GTM motion is now available. Here,
you can analyze stage-to-stage volume, value, velocity, and conversion
characteristics across the entire marketing and sales funnel in one consistent
view.

Learn More →




5. MULTI-LEVEL AI ENGINE FOR INSIGHTS, PREDICTIONS, & RECOMMENDATIONS ACTIVATES

The RevSure AI Engine™ powers campaign performance predictions, campaign spend
reallocation recommendations, next-best touch, pipeline health and booking
potential - and much more.

This results in a 3x to 5x return on investment within the first year.

Learn More →



Our Integrations


POWER UP WITH REVSURE

Integrate your sales and marketing tech stack to get full visibility into your
end-to-end funnel.

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Our Integrations


POWER UP WITH REVSURE

Part of what makes RevSure so powerful is our native integration with your
entire  sales and marketing tech stack.
Unlike legacy attribution solutions, we incorporate every impression, click,
visit, and conversion, giving you unprecedented insight into your end-to-end
funnel.

Why native Integrations?



HIGH PERFORMING MARKETING TEAMS WIN WITH REVSURE

Click for sound






1:54











BEYOND NUMBERS: HOW SNAPLOGIC USES REVSURE TO GAIN ACTIONABLE INSIGHTS FROM
THEIR DATA

What are the best performing marketing campaigns, and how are they trending
quarter? Which A/B tests are actually accelerating opportunities ?
‍
Shreha Jain, Director, Marketing Operations at SnapLogic discusses how RevSure
enables her team to better understand - and tell stories with data - giving them
an additional layer of insights not previously available to the team

Click for sound






1:19











BIGID CUSTOMER STORY - DECIPHERING THE MARKETING FUNNEL

Tom Murtaugh, SVP of Global Business Operations at BigID explains why getting
actionable insight from the Sales and Marketing Funnel can be such a daunting
task - and how RevSure is revolutionizing that process for his team.







Our Resources


THE LATEST FROM REVSURE

Stay up to date with the latest industry insights.

view all

revtalks

THE REVTALKS PODCAST: MARI STRÖM ON SUCCESSFUL STARTUP MARKETING

What does it take to be a successful startup marketer? On this week's episode of
the RevTalks Podcast, we sat down with Mari Ström, Head of Marketing at Canopy,
to find out.

revtalks

THE REVTALKS PODCAST: ALEX COX ON EMBRACING CHANGE AND TECHNOLOGY

Alex Cox, the Chief Revenue Officer (CRO) of Torq Consulting discusses why
today’s marketing leaders must embrace change and technology to succeed in
today’s rapidly evolving business landscape.

Marketing Attribution

NAVIGATING THE MARKETING ROI ANALYTICS MAZE: THE SYNERGY OF MARKETING MIX AND
MULTI-TOUCH ATTRIBUTION

In the realm of marketing analytics, the debate often centers around Marketing
Mix (MMx) versus Touch-based Attribution. What if we told you it's not an
either-or scenario?


NO MORE RANDOM ACTS OF MARKETING

Full funnel attribution, campaign optimization, pipeline prediction &
acceleration – all in one place.

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