Abstract: A marketing management system interfaces with a sales platform, company servers, and various other sources of data to obtain information about leads, programs in various channels, interactions, and opportunities. The system provides a user interface that enables users to define metadata tags for marketing programs to indicate various common aspects of the programs, such as program success criteria, parent program, acquisition program for a lead, and the like. This metadata-based tag system allows for comparison of marketing programs in different channels, facilitating cross-channel analytics otherwise unavailable to users of the marketing management system. One type of cross-channel analytics includes the accurate attribution of marketing contributions to revenue generation and lead acquisition.

Abstract: A marketing management system interfaces with a sales platform, company servers, and various other sources of data to obtain information about leads, contacts, interactions, events, and opportunities. The system provides a user interface that displays marketing events (i.e., interactions with various leads in an account) in a temporal context along with opportunity creation and/or close, together with filtering capabilities to display/hide activities associated with various leads. This enables visualization of the relationship between an individual opportunity and all the activities that are linked to the leads related to the opportunity, thus allowing comparison of marketing events to sales activities facilitating understanding of how to attribute marketing contributions to sales revenue. The interface may allow for assignment of leads to opportunities based on the level of interaction between the marketing/sales staff and the lead.