Marketing influence and attribution — Mona Akmal // Falkon

Attribution is at the heart of the conflict between marketing and sales teams. Marketing teams constantly need to prove to themselves that they deserve a seat at the table, while sales teams are the big dogs in the room. How does a b2b SaaS company end this rivalry and make a more informed decision to increase revenue and grow the bottom line? Listen to Mona Akmal, the CEO of Falkon, as she discusses marketing influence and attribution.
About the speaker

Mona Akmal

Falkon

 - Falkon

Mona Akmal is CEO and Co-Founder at Falkon

Show Notes

  • 02:08
    Why is attribution so important to B2B SaaS organizations?
    How can we replicate success if we don't know what activities attract the right prospects and convert them into customers?
  • 05:39
    Solving the attribution problem
    Attribution is not about credits, it is about knowing where to spend your dollars effectively to generate results for the business.
  • 08:20
    The Falkon model for attribution
    It is a machine learning model; you can't bias it because it looks at your data.
  • 09:13
    Imperfect data is better than no data
    There is no such thing as perfect data, so accepting and acknowledging imperfect and incomplete data is still a better alternative than no data.
  • 10:37
    What is the impact of intent data?
    It is better to flip a coin than to use intent data. Intent data is like horoscopes.

Quotes

  • "On marketing influence, if we don't know what activities attract the right prospects and convert them to customers, how can we replicate success?" - Mona Akmal

  • "As a CEO, that does not inspire confidence because what am I trying to do? I'm trying to make a simple decision. If I have a thousand dollars, am I giving 500 to marketing for events, am I giving 500 to sales for hiring three BDRs, or am I giving it to the sales team to do outbound prospecting themselves? Because what I care about at the end of the day is a high-quality pipeline and, eventually, high-quality revenue." - Mona Akmal

  • "Attribution should never live within marketing or sales at all. It should live under the CEO directly, the COO, or the CFO, a neutral third party in Switzerland." - Mona Akmal

  • "Attribution models and how much each activity should be assigned credit should depend on the historical track record of that activity and its correlation with success and failure." - Mona Akmal

  • "Falkon is a machine learning model; you can't bias it because it looks at your data. If a customer attends a webinar 80% of the time, and then they convert, webinars have a high correlation with success; therefore, they should get more credit." - Mona Akmal

  • "A general problem is with business users' interaction with data. They believe that perfect is the prerequisite to using data. And my position as a pragmatist is to be intellectually honest and delete all your data. That is because there is no such thing as perfect data, so accept and acknowledge that imperfect and incomplete data is still a better alternative than no data and let's move forward." - Mona Akmal

  • "It is better to flip a coin than to use intent data. Intent data is like horoscopes. People love using horoscopes because it helps them create this false sense of security in an uncertain environment. That doesn't mean it's the truth, or you should be paying for it." - Mona Akmal

About the speaker

Mona Akmal

Falkon

 - Falkon

Mona Akmal is CEO and Co-Founder at Falkon

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