Uploaded March 2024 | Updated September 2026, 3 weeks ago
To understand revenue attribution, and to execute it properly, explains Tish Millsap, requires a lot of preliminary planning—namely, a familiar framework that Tish has applied to a new context: the who, what, where, when, and why.
"Before you even pick a tool, you need to really answer starting with the why," she says on Marketing Smarts Live Show . "Why am I doing this? What questions am I trying to answer?"
The who is deciding which people on the buying team you want to include. The what is all the campaign activities you're going to be measuring.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50408/revenue-attribution-puzzle-tish-millsap-marketing-smarts
🗞️B2B News: learn.g2.com/professional-spotlight-steffen-hedebrandt
📝 From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2013/11526/back-to-school-marketing-attribution-101-four-lessons
🔹marketingprofs.com/articles/2019/41677/how-to-build-out-your-marketing-attribution-strategy
💡Community Spotlight: linkedin.com/posts/aleksanderirvin_content-marketing-industry-conferences-2024-activity-7167949740209360897-JJ7L?utm_source=share&utm_medium=member_desktop
To understand revenue attribution, and to execute it properly, explains Tish Millsap, requires a lot of preliminary planning—namely, a familiar framework that Tish has applied to a new context: the who, what, where, when, and why.
"Before you even pick a tool, you need to really answer starting with the why," she says on Marketing Smarts Live Show . "Why am I doing this? What questions am I trying to answer?"
The who is deciding which people on the buying team you want to include. The what is all the campaign activities you're going to be measuring.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50408/revenue-attribution-puzzle-tish-millsap-marketing-smarts
🗞️B2B News: learn.g2.com/professional-spotlight-steffen-hedebrandt
📝 From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2013/11526/back-to-school-marketing-attribution-101-four-lessons
🔹marketingprofs.com/articles/2019/41677/how-to-build-out-your-marketing-attribution-strategy
💡Community Spotlight: linkedin.com/posts/aleksanderirvin_content-marketing-industry-conferences-2024-activity-7167949740209360897-JJ7L?utm_source=share&utm_medium=member_desktop
