Laura Rice, Owner of Rice Fractional CMO, on why revenue attribution in marketing breaks down long before the CRM, and how to fix it.
Why do marketing and sales keep arguing about which channel actually gets credit for a sale? Laura Rice, Owner of Rice Fractional CMO, breaks down revenue attribution in marketing: "I haven't really met anyone that can track a whole full customer journey," and why sales teams fixate on last-touch data at their own expense.
Laura also shares why she refuses to flood a sales team with low-quality leads just to hit a volume number, and why franchise and multi-brand marketing has to plan for markets where the brand has zero existing awareness.
🎙️ Hosted by Tullio Siragusa
🎧 Produced by Martha Huerta
🧭 In this video, Laura covers:
• Why CRM data discipline determines whether marketing gets credit for revenue
• The risk of judging channels by last-touch attribution alone
• Why quality leads matter more than lead volume
• How to launch marketing in a brand-new market with zero awareness
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