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Marketing Return on Investment

Most companies still struggle with 'Marketing Return on Investment'. Especially in B2B environments or where complex solutions are sold. This resulted in Marketing being perceived as a pure cost by the Executive team.

But it doesn't have to be this way. Marketers who clearly show what they contribute to the top line, have their own seat at the executive meetings and help steer growth.

With the 'Marketing Credit Model', WidePeak supports companies in proving to the CEO and sales teams, what the value is that marketing brings.

Read our latest Insights;

Shaking Hands

Connect to your CEO

Ultimately, in any company, the CEO is responsible for profitable growth. She wants to grow revenue and manage cost, hence creating shareholder value. Not surprisingly then that most CEO’s manage their company on a P&L level.

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Make Marketing a Revenue Generator

In a world where departments that behave as cost centres are always at risk of the next efficiency round, you want to be at the revenue generating side.

Today sales takes 100% credit for revenue.

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Boost your Marketing Performance

Companies operating in these hybrid worlds, experience more difficulty in knowing what brings value and what doesn’t. They have a hard time identifying the impact of their actions in the market.

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The 'Marketing Credit Model'

The ‘Marketing Credit Model’ is a tool which builds upon two distinct existing models:

  • Sales Funnel Valuation; A widespread methodology that focusses on the different steps in the sales funnel. By attributing revenue to these different steps, sales management can both make financial forecasts and steer their sales team effectively. Downside however, is that it doesn’t cover the full customer acquisition journey and only focusses on the interactions of sales with the customer.
  • Digital Marketing Attribution; Born out of the musings of pureplay digital companies, this methodology focusses on all the digital touchpoints existing between customer and supplier. These touchpoints then get allocated a certain percentage of sales to calculate the return on investment against.

Both these models rely on revenue attribution to allocate revenue to certain steps in the customer acquisition journey.

The ‘Marketing Credit Model’ combines both views into a single model to accommodate for the hybrid reality of most companies. In this new reality, customers have both physical and digital interactions with a supplier.

With the Marketing Credit Model, companies will be able to attribute revenue to all these different interactions allowing them to calculate ROI both on a tactical as an operational level.



How well is your organization equipped to install outcome based marketing and measure the return on investment. Find out with this maturity level model.



Implementing 'Return On Investment' thinking in marketing is for many organizations a serious change project. Check out these five easy steps on how to begin the journey.



Did you know that marketing can make a financial forecast? Combining the 'Marketing Credit Model' with good understanding of the length of your sales cycles will let you do this. Read on to learn how.


Revenue Attribution is not a new concept. It has been lingering around in the marketing world for quite some time.

Its origins can be traced back to the ‘Attribution Theory’ developed by the psychologist Fritz Heider in the beginning of the 20th century. This model served as input for the later models by Bernard Weiner and Harold Kelley, two renowned psychologists.

The basic assumption of the Attribution Theory is that there a causal relation between events happening and demonstrated behaviour by individuals.

In Revenue Attribution, we are looking for the cause of behaviour. In our case the customer purchasing our goods or services. The hypothesis is that customers will only purchase if they are confident enough that your solution will solve their needs.

Throughout the 'Customer Acquisition Journey' there are multiple touchpoints between the prospect and the potential supplier.

Within the 'Marketing Credit Model', we assume that each of the touchpoints has an impact on the confidence level of the customer.

- Check Wikipediato learn more about this -

Learn More; Request your copy of

'The B2B Marketing Guide to Return on Investment'

To help marketers increase their understanding of how to calculate the ROI of their campaigns and activities, WidePeak developed a whitepaper explaining this in detail.

Through accessible exercises, you will quickly grasp how to implement and calculate your ROI.


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Marketing ROI




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