Best Practice Briefing | On-Demand | Revenue Attribution
When the board asks what marketing delivered, do you have the answer?
Budgets are under pressure. Buying journeys are longer and harder to track. And boards no longer accept activity reports as proof of performance. They want a direct line from marketing spend to commercial outcomes.
This on-demand revenue attribution webinar gives you exactly that: a practical, commercial framework for proving what marketing actually delivers, not just what it did.
Fill in the form to watch the recording now.
What you’ll learn
In this session, Propolis Revenue Attribution Expert Michelle McCann takes a commercial view of one of B2B marketing’s most persistent challenges: how to move from metrics that describe activity to measures that demonstrate impact.
Michelle will walk you through:
Why activity-based reporting is losing credibility with boards and finance teams, and what they expect instead
How to use revenue attribution for genuine commercial insight, including how to work confidently within its real-world limits
How to pair hard metrics with commercial context to build a performance story that senior leaders act on
How shared KPIs and cross-functional reporting create the alignment between marketing, sales and leadership that drives better decisions
Along the way, she’ll introduce The Revenue Trail: her strategic framework for tracing marketing’s influence across the full buying journey, even when the data is incomplete.
About your expert
Michelle McCann is B2B Marketing’s Propolis Revenue Attribution Expert. She works with B2B marketing teams to build performance frameworks that connect marketing activity to commercial outcomes, helping them report with confidence and earn credibility with boards and finance.
In this session, Michelle draws on her experience advising leading B2B organisations to introduce The Revenue Trail: a structured approach to understanding and communicating marketing’s influence across the full buying journey.
Ready to prove marketing’s commercial value?
Fill in the form to access the recording and start building a performance story that boards and finance teams actually act on.
