Marketing Cloud Next: Performance & Attribution - Learning Path
Summary: Performance is how you prove (and improve) your marketing. This path shows you how to attribute revenue with Opportunity Influence, pair it with value metrics like CLTV, and close the loop so segments, flows, and content get better every cycle.
- What you’ll learn
Use Opportunity Influence to attribute pipeline and revenue
Combine attribution with value metrics (e.g., CLTV) for decisions that stick
Build feedback loops so segments and automations improve over time
Establish reporting hygiene that keeps insights trustworthy
- Why it matters
Credible attribution → budget, prioritization, and stakeholder trust
Value metrics → optimize beyond opens/clicks toward revenue and LTV
Feedback loops → every campaign teaches the next one
Reporting hygiene → consistent, comparable insights across teams
Step 1 of 1 — Attribute impact with Opportunity Influence
Opportunity Influence in Marketing Cloud Next
Understand models, campaign associations, and how MC Next work maps to Salesforce attribution so you can defend the story in pipeline and revenue.
Read: Opportunity Influence
Next: This path is under construction, new steps will come soon. Join the TAM Slack workspace to be up to date.