I'm not going to shout about multiple DM's being involved in B2B purchases. CEB, TechTarget, IDG (the list is endless) talk about anywhere from 4 + individuals being involved in any project at an enterprise.
So if we know this, then why do 24% of marketers have no model and 55% of orgs use a single touch attribution model? (see box below)
Answer? Because defining one is hard.
To put it into perspective, if someone downloads a whitepaper, their colleague takes a free trial and their CFO attends an event. Then the IT Manager buys.... Which activity made the sale?
With so many external channels and touch points, getting a well thought out (it'll never be perfect) attribution strategy is more important than ever. However whilst it may be a must have. With this many attribution points - it just became MUCH harder.
My tip would be to avoid a utopia. Just look at something that works well for your business and it's value proposition.
The Bizible report mentioned below is not a bad place to start, but just be aware - one size does not fit all.
According to preliminary findings in Bizible’s 2015 State of Pipeline Marketing report, which surveyed 370 marketers (85% B2B), 24% of marketers do not have any attribution marketing model in place, and 55% are using a single-touch attribution system: first-touch, last-touch or lead-conversion touch. A concern with single-touch models for B2B is that the sales cycle is often fairly long and involves multiple decision-makers, according to Dave Rigotti, Head of Marketing at Bizible.