Ever feel like you’re flying blind when it comes to knowing which efforts actually drive revenue? You’re not alone.
Organizations juggle data from marketing, sales, and customer success, but it’s nearly impossible to connect the dots without accurate attribution.
That’s where AI-powered analytics and real-time data come in—transforming attribution from a guessing game into a strategic advantage.
By mapping every touchpoint—from marketing campaigns to sales interactions and customer success engagements—leaders can identify the most effective channels, allocate budgets more efficiently, and confidently refine forecasting models.
“We’ve all been practicing this forever, since the beginning of our careers, but it wasn’t called RevOps, and it wasn’t well orchestrated,” Doug Topken, Head of Global CRM and Customer Data at Ingredion Incorporated, said during a recent episode of Go to Market with Dr. Amy Cook. “So now we’re seeing a move toward orchestration and a recognition that orchestration is not only necessary, but it is the best path toward revenue growth.”
This closed-loop approach boosts efficiency and drives a more predictable, scalable revenue engine—turning RevOps into a true orchestrator of growth.
Read more: Nick Robin: What Should and Shouldn’t Be Centralized in RevOps
From modernizing tech stacks, supporting better collaboration and data analytics, the impact of AI on the future of RevOps, and even ways curiosity keeps Doug at the top of his game, this episode sheds light on how today’s innovative thinking is reshaping the future of go-to-market.
Here are some interview highlights.
Amy: How does attribution fit into the overall RevOps orchestration?
Doug: It’s connecting the dots within RevOps. It enables us to collaborate better, and AI helps us understand what’s happening within the funnel and throughout the opportunity stages. For example, once it’s closed, we sometimes lose sight of the order because we move on once the opportunity closes. Attribution models are being built to show us the customer’s lifetime value and marketing’s actual value.
Marketing teams aren’t just doing pretty brochures anymore. They’re driving revenue. They’re driving pipeline that matters. So sharing data, building those models, then socializing them exposes marketing’s attributions to pipeline and offers an unbiased opportunity to validate marketing’s contributions to the overall go-to-market.
