In theory, understanding B2B marketing contribution to revenue should be straightforward. In practice, it’s anything but.
Ask any B2B marketing leader to show how much pipeline or closed revenue came from marketing, and you’ll often get a slide stitched together from multiple spreadsheets, caveated with things like “this excludes renewals,” “we had to manually tag this,” or “we think this is mostly accurate.”
Why is it so hard?
- Because the data doesn’t live in one place.
- Because the CRM is built for sales stages, not marketing attribution.
- Because different teams define success differently.
- Because the truth is buried under layers of disconnected systems, inconsistent tracking, and subjective tagging.
And yet B2B marketing contribution analysis is critical. Marketing leaders are under pressure to prove ROI, defend budgets, and optimize spend. CMOs and CROs need to see where revenue is really coming from—by channel, campaign, program, and product. Boards want confidence that go-to-market dollars are working.
But most teams don’t have a clean, credible way to do this. They try to piece it together manually—exporting data, scrubbing it, building temporary models in Excel or BI tools. It’s fragile. It breaks every time something changes. And it’s never fast enough to drive real-time decisions.
We know. We lived it.
At ayeQ, we’ve spent decades in the trenches—CMO, CRO, analytics, and engineering roles. We didn’t just analyze this problem—we experienced it firsthand. So we built a model that works. One that connects the right objects, normalizes definitions across teams, and automates the analysis.
It didn’t happen overnight. It took years of refinement and real-world implementation. But today, our customers get this insight in days—without rebuilding it all from scratch.
A recent new customer said:
“I wish I had turned on ayeQ before I spent 24 months and a million dollars. We never got there. ayeQ is a marketer’s dream.”
That kind of feedback never gets old—because this is the work we love. Solving this problem is deeply satisfying. And more than that, we love seeing marketing leaders get the credit they deserve. When you can walk into the boardroom and show how marketing directly drives revenue—it changes the game. It elevates the conversation. It earns marketing a strategic seat at the table.
So why do companies keep trying to build it themselves?
We ask ourselves that too.
Maybe it’s habit. Maybe it’s the belief that every business is unique. Maybe it’s internal pressure to “use what we have.” But here’s the truth: marketing contribution analysis shouldn’t be a custom project. It should be infrastructure. Just like finance has accounting systems, and product has dev ops tools—go-to-market teams need purpose-built data infrastructure, too.
And once you turn it on, the value is immediate:
✔ Credible numbers everyone agrees on
✔ Visibility into what’s working (and what’s not)
✔ Faster decisions on budget allocation
✔ A unified view of pipeline, revenue, and performance
If you’re still stitching together spreadsheets to prove marketing impact, maybe it’s time to stop rebuilding—and start scaling.
👉 Want to learn how ayeQ simplifies marketing metrics? Schedule a meeting with ayeQ.
or
👉 Explore how the ayeQ platform powers strategic Revenue Operations. Request a demo.
Related Resources
- RevOps Automation: The Solution to RevOps Sprawl
- B2B CEOs and CFOs: Why Sales Velocity Matters
- Check out our RevOps ROI Calculator
On your RevOps journey? Get there faster. Talk to ayeQ!
