What is the best way to use revenue attribution data to identify sales reps who need help closing deals?

1 Analyze the attribution models

There are different ways to attribute revenue to your sales and marketing touchpoints, such as first touch, last touch, linear, time decay, and position based. Each model has its own advantages and disadvantages, depending on your goals and business cycle. You should compare and contrast the results of different models to get a holistic view of your sales funnel and identify the gaps and opportunities in each stage. For example, you might find that some reps are great at generating leads but struggle to convert them, or vice versa.

2 Segment the revenue attribution data

Revenue attribution data can be overwhelming if you don't break it down into meaningful segments. You should segment your data by factors such as product, market, industry, channel, source, campaign, and rep. This will help you understand how each variable affects your revenue generation and identify the best practices and areas for improvement. For example, you might find that some reps are more successful in certain markets or industries, or that some channels or sources are more effective for certain products or campaigns.

3 Monitor the revenue attribution trends

Revenue attribution data is not static, but dynamic. It changes over time as your customers move along their buyer journey and interact with different touchpoints. You should monitor the trends and patterns of your revenue attribution data to track the performance and progress of your sales reps and campaigns. For example, you might find that some reps have a consistent or increasing revenue attribution score, while others have a declining or fluctuating score. You should also look for any anomalies or outliers that might indicate a problem or an opportunity.

4 Provide feedback and coaching

Revenue attribution data is not only a measurement tool, but also a learning tool. You should use it to provide feedback and coaching to your sales reps who need help closing deals. You should highlight their strengths and weaknesses, share best practices and tips, and set realistic and achievable goals. You should also encourage them to use the data to self-evaluate and improve their skills and strategies. For example, you might suggest them to focus on the most profitable or promising touchpoints, or to follow up with the leads that are most likely to close.

5 Experiment and test

Revenue attribution data is not a one-size-fits-all solution, but a guide for experimentation and testing. You should use it to try new ideas and approaches, and measure their impact on your sales outcomes. You should also be flexible and adaptable, and adjust your tactics and plans based on the feedback and results. For example, you might test different combinations of channels, sources, campaigns, and messages, or different timings and frequencies of touchpoints, or different incentives and offers.

Revenue attribution data is a powerful resource for sales development. It can help you identify sales reps who need help closing deals, and provide them with the support and guidance they need. By using the tips above, you can make the most of your revenue attribution data and boost your sales performance.