Do you feel like you are not getting a complete picture of marketing's influence on pipeline and bookings because you're limited to analyzing the one or two contacts a sales rep adds to an opportunity? Account-based attribution solves this problem by looking at attribution accross all touchpoints on the account.
Traditional opportunity-based attribtuion typically only attributes the touchpoints of the contacts directly tied to an opportunity in Salesforce. If your sales team is diligent about adding every contact to their opportunities, opportunity-based attribution can work very well. However, this is not always the case.
Account-based attribution is designed to cast a much wider net. It attributes all touchpoints from all contacts on the account as well as all leads matched to the account. This can give marketing a much better view into their influence on pipeline and bookings and help them get the credit they deserve.
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