Gone are the days where enterprises are the only people who can solve multi touch B2B attribution– tools like DreamData are solving this for startups and SMBs.
Every Mops/CRM needs lifecycle in some form or another to function optimally. You cannot make lifecycle work long term if you don’t partner with sales, not dictate to them, not train them, not get ‘buy-in’, you’ve got to partner with them.
Set yourself up for long term success with a solid Lifecycle program. Not only does it help you exert control and mastery over your reporting, it provides a framework for having tough discussions between sales & marketing.