Steffen Hedebrandt — The Culture of Marketing Revenue Attribution in Go-to-Market Teams
Dots Oyebolu talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata. Steffen shares his insights on building a revenue-driven marketing culture and how B2B teams can use data to align marketing activities with business outcomes. He discusses why attribution should focus on impact, the balance between experimentation and scaling, and how lean go-to-market teams can operate efficiently while maintaining creativity.
Key Takeaways:
00:00 Introduction.
04:17 When using a lot of channels, ensure their revenue is being measured.
09:02 Ongoing experimentation complements proven tactics to sustain consistent growth.
10:55 Conventional analytics tools often miss complex, multi-stakeholder B2B journeys.
15:20 Setting clear capacity limits helps go-to-market teams maintain operational quality.
18:41 Lean and resourceful marketing practices encourage creativity and improve efficiency.
20:12 Every marketing initiative is assessed by its cost and potential to generate positive ROI.
26:33 Measuring contribution to revenue is more effective than over-focusing on attribution.
Resources Mentioned:
Insightful Links:
https://blog.titan-one.co/revenue-team-alignment-go-to-market-strategy
https://www.93x.agency/blog/why-marketing-should-own-their-revenue-targets
https://www.xactlycorp.com/blog/correctly-setup-revenue-attribution-highly-compensated-employees
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