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Marketing teams have been under pressure for years to quantify their value. Prove ROI. Show the numbers. Demonstrate exactly how their work drives revenue.
On the surface, it sounds noble—even scientific. But when the customer marketing and advocacy function lives within marketing, the quest for quantification can lead to some unintended consequences, especially when it comes to proving the value of customer advocates.
When known, organized, and searchable, customer advocates are rocket fuel for sales, marketing, and customer success. Their real-world stories carry a level of credibility no campaign, pitch, or product sheet can match—when used thoughtfully and consistently.
But here’s the million-dollar question: how do you connect advocate activity directly to revenue?
At first glance, attribution models seem like the perfect answer.
In marketing, attribution is the practice of assigning credit to different touchpoints along the buyer’s journey—email campaigns, website visits, events, conversations, and more—to understand which activities influence purchase decisions.
Sounds logical. Sounds data-driven. What could go wrong? Plenty.
The problem: the percentages assigned to each touchpoint aren’t discovered through some magical formula. They’re a judgment call—Unless every buyer submits to a post-purchase survey and ranks all the touchpoints, then all those rankings are averaged on a monthly or quarterly basis (to account for changing conditions), there really isn’t any data relevant to this exercise.
Fact: Every buyer, every deal, and every context is different.
Let’s play this out:
By the time a prospect connects with a salesperson, the buyer is already over 60% through their journey. They’ve clicked the emails, browsed the site, maybe attended your webinar or stopped by your booth. They’ve heard your pitch, seen the demos, gotten the quote.
And now? They want proof.
Unless your solution is the undisputed leader in the space, the buyer will want to talk to real customers—people who’ve stood where they’re standing, made the choice, and lived with the solution.
These conversations happen late in the journey, when impressions are mostly formed, but confidence isn’t yet locked in. And they’re incredibly influential.
Now imagine you don’t have any advocates to provide.
How much would that impact the deal?
In many cases, the deal is lost entirely. No proof, no trust, no sale. That’s 100% attribution right there.
Or picture this: you offer advocates, but they’re poorly matched—a small business advocate for a large enterprise buyer. Does that devalue the entire advocate conversation? Probably. Does it always tank the deal? Not necessarily. Maybe this less than stellar advocate interaction gets 5% attribution.
Let’s say your in a pitched battle with one or two competitors to win a deal. The buyer says you all have pros and cons, but each could probably meet the minimum requirements. Your salesperson quickly finds well-qualified advocates to address lingering doubts. Those conversations win the deal. Do advocates get 100% attribution because without them the deal was lost? Great question!
And herein lies the rub: there’s no universal percentage to assign in these scenarios. Every situation is unique.
So how do you credibly discuss advocate impact with executives looking for numbers that correlate to revenue growth?
Stop trying to play the percentages. Instead, track revenue influenced—the full deal size whenever advocates are used in the sales cycle.
Influenced is intentionally relative, because there are too many variations to model with surgical precision. Any attempt to assign neat percentages to advocate impact falls apart under scrutiny—especially if an executive team drills into the details. In the real world percentages fluctuate from opportunity to opportunity—sometimes wildly—and in the end it’s a wash.
A few things you can say with great confidence:
In between, the numbers are all over the place.
Customer advocates can be the difference between winning and losing. They’re the human proof points buyers crave at the moment of highest stakes.
Attribution models might look neat on paper, but they oversimplify messy, human decisions. When it comes to advocates, the smartest move isn’t slicing percentages—it’s recognizing their strategic power and measuring revenue influence, not rigid attribution. Contact us today to learn more on how ReferenceEdge can help you prove your customer advocates are the difference makers.
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