Request a callShow how Demandbase activity connects to pipeline
Demandbase attribution and reporting connects account activity to opportunities and revenue in the CRM. PlanConversion builds the measurement model, maps CRM and campaign data, creates account reporting by tier, segment and channel, and produces executive readouts that support renewal decisions.
Built for: Leadership teams that cannot tell whether Demandbase spend justifies renewal.
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What usually goes wrong
Activity without context
Dashboards show impressions and clicks, not revenue.
CRM cannot explain influence
No link between account activity and opportunities.
Renewal without proof
Leadership cannot judge the platform value.
What is included
The exact scope is set after an initial diagnostic.
Measurement framework
Engagement, progression, opportunity influence and revenue rules.
CRM mapping
Fields, source values, campaign links, account matching and lifecycle.
Account reporting
By tier, segment, channel, campaign, stage and outcome.
Executive readout
Spend, movement, pipeline, revenue, risks and next steps.
Is this the right program?
A good fit when
- Leadership asks what Demandbase contributes to revenue
- Reports show impressions and engagement, not pipeline
- CRM opportunity data is available, even if incomplete
Not the right fit when
- Opportunities are not tracked in a CRM at all (fix the CRM first)
What the first 90 days look like
- Weeks 1 to 2Data review
Account matching, opportunity fields, stages and what the CRM can and cannot tell you.
- Weeks 3 to 4Model
Influenced and sourced definitions agreed with sales and finance, plus a comparison group method.
- Weeks 5 to 6Dashboards
Executive and operating views: pipeline by tier, velocity, win rate and cost per opportunity.
- MonthlyReadout
A short written readout of what changed and what to do next.
What it costs
Demandbase programs run from $25K to $60K per month; the pilot has a 3-month minimum.
- Number of target accounts and tiers
- Channels and media budget
- CRM and platform work needed before launch
What you get
- Measurement model
- CRM mapping
- Account reports
- Opportunity tracking
- Executive readouts
Attribution and reporting: common questions
More Demandbase programs programs
Can you prove Demandbase ROI before renewal?
If the CRM data supports it, yes: the executive readout shows spend, account movement, influenced pipeline and revenue for the renewal discussion.
What is the difference between influenced and sourced pipeline?
Sourced means the program created the first meaningful touch. Influenced means engaged accounts later created or advanced opportunities. We report both and agree the definitions with finance first.
Can you compare engaged and non-engaged accounts?
Yes. Comparing similar accounts with and without engagement is the most honest way to estimate what ABM changes in win rate and deal velocity.
