DemandLab, a technology-focused marketing consultancy, has launched Sightline, a business confidence solution that collects marketing and sales data across multiple marketing platforms and demand generation channels and creates a holistic record of the lifecycle for each customer.
Sightline was developed by marketers for marketers who manage long, complex B2B lead lifecycles for enterprise organizations and struggle to connect the dots across multiple channels and platforms, generate customer insights, and accurately measure their impact on revenue.
The solution addresses one of the most challenging issues for B2B marketers—how to assess the revenue impact of their full-funnel marketing activities. Sightline’s proprietary data framework enables B2B marketers to collect and analyze the data they need to evaluate and optimize channel and campaign performance, calculate marketing ROI, and prove marketing’s impact on the organization’s earned revenue.
Sightline’s flexible framework enables marketers to slice and dice lifecycle and financial data to:
- Calculate ROI on the marketing investment
- Make an iron-clad case for additional marketing resources
- Demonstrate marketing’s direct impact on sales
- Generate actionable insights into buying behaviors
- Accurately measure and optimize marketing effectiveness
Unlike traditional, platform-based attribution solutions, Sightline does not require organizations to change or augment their technologies and processes. Instead, it applies a lightweight and flexible data framework that works in the background to collect and consolidate lifecycle data effortlessly.