Acquisition Attribution: How AdRoll Measures ROI across Sales and Marketing

When most people think about "attribution" they think about it between marketing channels completely ignoring a massively important touchpoint: sales. This piece I wrote outlines how I designed an approach to figure out how marketing and sales work together to acquire new customers. Have a read and I would love to know your thoughts.

https://www.adroll.com/resources/guides-and-reports/sales-and-marketing-attribution