Navigating the Salesforce Campaign Attribution Landscape

Trends to Watch in 2024: Part 1


Today’s marketers have more ways than ever before to get in front of customers. While new technologies have made omnichannel campaigns possible, measuring which marketing touchpoints are most effective and generate the most revenue remains challenging via Salesforce Marketing Cloud.

» As we move closer to 2024, the call to action is clear: it’s time to solve the attribution conundrum once and for all.

This blog post will delve into the evolving landscape of Salesforce campaign attribution, explore trends, and highlight how to take control of your attribution models.


A Paradigm Shift in Salesforce Campaign Attribution Models

The conversation about marketing attribution orbits around attribution models. Full Circle Insights is at the forefront of a paradigm shift in Salesforce campaign attribution models, empowering clients to run three models at once and even create unlimited custom models. Running multiple models at once makes it possible for marketing executives to understand the multifaceted nature of customer interactions. This flexibility provides unparalleled control over Salesforce attribution strategies, enabling marketing teams to tailor models to specific needs and gain deeper insights into their customer journeys.


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Getting Go-to-Market Teams on the Same Page

Despite the advancements in Salesforce Marketing attribution modeling, marketing operations teams still face a critical issue: a lack of alignment between their team and the sales team when it comes to attribution. When these two crucial components of the go-to-market (GTM) strategy aren’t on the same page, they work competitively rather than collaboratively.  

As we enter a new year, it’s more important now than ever to bridge the gap between sales and marketing. Aligning go-to-market teams has to be a priority to ensure a unified approach to attribution. This alignment fosters a shared understanding of the customer journey, facilitating better decision-making and resource allocation.


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Salesforce Campaign Attribution Trend: Visionary Attribution

We asked the Full Circle Insights Customer Success team to share their predictions for Salesforce campaign attribution trends we’ll see in the new year.

In this first part of our three-part series on these predictions, we’re exploring how marketing teams will need a visionary approach to Salesforce attribution to prove their value in 2024.

Specifically, we’re diving into the rise of digital natives, the dominance of online interactions in buying journeys, the crucial role of thought leadership and creative strategies in building brand trust, and the importance of tech stack optimization.

» Bonus: Learn more about 2024 planning, Salesforce campaign attribution, and sales funnels with the New Year’s Resolutions: Setting and Achieving Ambitious Marketing Goals webinar.


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Elevation of Digital Natives

The ascent of digital natives into decision-making roles is reshaping the landscape of buying behavior. This shift brings about a more visionary approach to marketing attribution, as professionals who have grown up immersed in digital channels inherently understand the importance of online interactions. 

This shift in leadership is steering companies towards recognizing the importance that digital touchpoints have in shaping the customer journey. Marketing teams, therefore, need to adopt a more visionary approach to Salesforce Marketing campaign attribution models and acknowledge the unique insights that digital natives bring to the table.


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Online Dominance in Buying Journeys

The buying journey is undergoing a fundamental transformation: most of the journey now starts and ends online. Despite those initial and final touchpoints, the path of the customer journey is no longer linear. Instead, it weaves seamlessly between online and offline interactions. 

As a result, businesses need to embrace a holistic approach to attribution that captures the complexity of omnichannel experiences. Marketing teams must evolve their attribution models to account for customer journeys that span both digital and traditional touchpoints.


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Thought Leadership and Creative for Brand Trust

In an era of information overload, building brand trust is a great challenge. Thought leadership paired with creative assets, like blog content and decks, emerges as a powerful combination to cut through the noise and establish a connection with customers. Brands that can effectively showcase their expertise will earn the trust of consumers navigating a crowded media landscape.

This shift towards thought leadership and brand creative emphasizes the need for marketing attribution models that not only measure touchpoints but also account for the qualitative aspects of customer engagement.


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Tech Stack Optimization

Another aspect shaping the marketing attribution landscape in 2024 is the optimization of the tech stack. This means aligning technology adoption with attribution goals to ensure that tools facilitate progress, rather than acting like a bottleneck.

Enhance attribution capabilities and streamline processes across marketing and sales teams with more deliberate, strategic decisions about technology. Invest in technology, such as Full Circle Insights, that align teams and empower them to make data-driven decisions.


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Wrapping Up: Salesforce Campaign Attribution Trends for 2024

The trend of visionary shifts in buying behavior we predict for 2024 underscores the dynamic nature of marketing attribution. Embracing this trend will not only unlock the true potential of marketing efforts but also pave the way for a more strategic approach to customer engagement.

As we wrap up this exploration of Salesforce campaign attribution trends in 2024, it’s clear that fixing the attribution problem is imperative. After all, how can marketing teams be successful when their wins can’t be traced back to them? 


» Stay tuned for part two of our three-part series on Salesforce campaign attribution trends, where we will delve into more key aspects shaping the future of marketing attribution.



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Morgan Early

Author: Morgan Early

Director of Marketing, Full Circle Insights

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