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5Hello-
How do you tie a marketing lead (let's say John from Company X from Campaign A) for sure, to a sales that was closed a year later, through a puchase made by Mark from Company X after John left the company? Let's say, this is a new client company who did not purchase before. How do you pinpoint those cases? Manually comparing 'Companies' that were leads from Campaign X to companies that took part in Campaign A and made a purchase?
If Mark tells our sales person that he found out about my product from John, then it is straight forward. You need a very good sales team so they ask the question in all cases. How do you reinforce that process amongst the sales team - and has it resulted in a success story when --- yes, even though the buyer is a different person than the lead, there is solid information that it did come from the same source campaign as the lead?
What do you do if this cause and effect cannot be established? Do you make an educated guess, and book the sale as a result of Campaign A?
Or - do you take losses and feel that business reported from these instances are under-reported and remain in the shadows, at the expense of marketing effectiveness?
Thank you!
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