Case Study: Seismic rebuilds trusted attribution and boosts marketing influence with The Pedowitz Group and Marketo Measure

Seismic grows marketing influence 3x with The Pedowitz Group

Seismic, a global leader in sales enablement, partnered with The Pedowitz Group to address a significant challenge with its Marketo Measure (Bizible) attribution platform. While the technology was in place, its logic had drifted from business reality, causing inconsistent taxonomies across systems and unreliable data. This led to marketing's influence being drastically undercounted at only 10% of pipeline, creating a lack of trust in the numbers across the entire revenue team.

The Pedowitz Group implemented a comprehensive solution that rebuilt Seismic's Marketo Measure foundation. This included creating a new 180-day full-path attribution model, shifting to account-based attribution, and standardizing channel taxonomy across all platforms. The results were transformative: measured marketing influence on pipeline increased 3x from ~10% to over 30%. The Pedowitz Group also established a governed framework and coached Seismic's in-house team, leaving them with a trusted, defensible attribution practice.

Seismic