Smarter Salesforce Campaigns & Multi-Touch Attribution

The RevOps Hero Podcast

We do a deep dive into marketing operations with Lauren Sanyal in this episode. 🤘 We start off by talking with Lauren about how they structure their marketing ops and RevOps teams within her company, and how they decide who reports to who.

From their we talk through how they run their marketing and revenue tech stack using Salesforce and Marketo. Lauren and her team run a very meticulous Salesforce campaign structure for organizing and tracking all of their marketing activities. We discuss the how and why of their Salesforce campaign setup. Many companies under-utilize the campaigns in their Salesforce orgs, so there is a lot that other marketing ops people can learn from Lauren and her team here!

We then talk through how Lauren and her team run marketing attribution at her company. Their sales cycle is very long (1-2 years), so a well-planned multi-touch attribution model is critical for getting insight into the effectiveness of all the marketing and sales activities that Lauren's team is doing over the course of that time. We talk through what tools and data they use for multi-touch attribution, what events they track, which events are weighted more than others and why, and more. If you are struggling to track the effectiveness of all your marketing activities over a similar super-long sales process, you will want to take a lot of notes in this section. 📝

We wrap up by talking about when is the right time for a company to start investing in marketing operations specifically versus more marketing generalist roles (hint: it's probably sooner than you might think.)

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