You don't need any kind of complex attribution software to give you enough information.
I've built all of CloudApp's attribution without it.
Here's what I did.
I made sure there was a "Lead Source" field and a "Lead Source Original" field on contact records. Original is updated when the contact is created, "lead source" is updated with every new key marketing engagement.
Opportunities are created off the contact records (think Salesforce CRM), and when that happens both the values in the lead source fields are mapped to equivalent fields on the opportunity.
Our sales cycle is pretty fast, so Lead Source becomes last touch and Original becomes first touch.
In order to make reports work, when an opportunity is created I have automation to make sure that the contact record is automatically added as  a role to the opportunity.
This is necessary because the activities from those contacts can now be tied to opportunities.
And now I can split the funnel.
I build reports on opportunities with contact roles that have the marketing activities that define our MQLs (high intent form submissions and chat).
I can then get total MQL activities generated, number of opportunities generated after those activities, and opportunities won after those activities.
And I now have split the funnel with probabilities and values for each of my forms.
I know how much they're worth, and the probability I have that a new submission will lead to revenue.
We're small and growing so we don't want to get bogged down with complexity.
With this information you've got more than enough to really start executing.
Would you agree?
#marketing

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