Pipeline Analytics & Attribution

Use Case

Prove ROI, secure budget, and optimize growth levers with unified
revenue intelligence.

Our Use Cases

Overview

Marketers and revenue leaders alike face a credibility gap: 58% of CMOs say proving marketing ROI is their top challenge (Gartner, 2024). Content, advocacy, and visibility programs are often treated as “soft” metrics because pipeline impact isn’t clearly attributed.

Without robust attribution, budgets get cut, momentum stalls, and growth slows.

Challenges

Attribution Challenges

Visibility ≠ revenue without attribution

Leadership questions the business value of authority, advocacy, and content unless it’s tied to pipeline.

Siloed reporting across teams

Marketing, sales, and partner activities are often tracked separately, making it impossible to connect signals.

Multi-touch complexity

Modern B2B journeys span dozens of touch-points — from AI-driven discovery to social comments to webinars — but most models credit only the first or last click.

Budget pressure without proof

CMOs struggle to secure funding when outcomes can’t be directly linked to revenue.

The Solution

How Ziply Helps

Unified Multi-Touch Attribution

Connect every engagement — AI visibility, social advocacy, content, and partner programs — directly to revenue outcomes.

Authority & Visibility Metrics Aligned to Pipeline

Show how improved citations, source diversity, and authority scores lead to tangible pipeline lift.

Performance Dashboards

Real-time views for marketing, sales, and executives to see contribution across campaigns, reps, and channels.

Feedback Loop for Continuous Growth

Insights feed back into opportunity discovery, content, and amplification strategies to keep compounding authority.

Outcomes

Prove ROI with Confidence

Tie authority-building and advocacy directly to pipeline contribution.

Secure More Budget

Show the impact of marketing and partner programs in board-level language.

Optimize Growth Levers

Double down on content, advocacy, and partners that deliver measurable returns.

Cross-Team Alignment

Unify sales and marketing under one performance truth.

Proof Points

58% of CMOs say proving ROI is their top challenge. (Gartner, 2024)

Companies with attribution models grow 30% faster than those without. (Forrester, 2024)

Brands in the top 25% for mentions earn 10× more AI visibility — and those signals correlate directly with higher conversion rates. (Ziply analysis, 2025)

Why It Matters

Proof drives investment

What gets measured gets funded — accurate attribution validates marketing’s contribution to revenue growth.

Old models miss new signals

Traditional attribution can’t capture the impact of AI-driven visibility and advocacy-led engagement.

From reporting to growth engine

Pipeline Analytics transforms marketing from a cost center into a measurable, revenue-generating force.

FAQs

Frequently Asked Questions

What is multi-touch attribution and why is it important?

Multi-touch attribution connects all interactions (content, advocacy, AI visibility, social engagement) to revenue outcomes, giving a complete picture of what drives growth.

How does Ziply prove ROI?

By tying visibility and authority signals directly to pipeline metrics, Ziply shows how advocacy, content, and amplification translate into opportunities and revenue.

Do executives actually use these insights?

Yes. Dashboards are built for CMOs, CROs, and boards, providing clear answers to budget and growth questions.

How often are attribution models updated?

Models and recommendations update continuously, ensuring visibility into the most current performance drivers.

Measure What Matters

Connect Authority to Revenue with Ziply

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