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How is everyone handling sales attribution from ABM marketing leads?

edited Jun 2, 2025 2:35PM in CRM 4 comments

I couldn't find much about this out in the wild. I'm very new to NetSuite, but fairly experienced with CRMs.

Our company does a lot of account-based marketing (ABM) where we market to existing customers - a very large customer pool where we're constantly trying to cross-sell and make sure no one is underserved.

Back in SF, we used the legacy Lead process, where you always create a new Lead even if the Account pre-exists. That way, once converted, the resulting Opportunity would be tied to the original Lead - and therefore sales attribution would stay intact via direct connection from the Opp to 'Converted Lead'. Simply viewing a "Leads with Converted Opportunity Data" type report was simple and provided a perfect 1:1 relationship between the Lead supplied by the marketing team, to the sale created by the rep. With 'Lightning' the conversion process was enhanced to include better record merging (existing Account/Contact/Opp) during

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