Adobe Marketo Measure (formerly Bizible)
Lead-to-account matching and routing software
Sales acceleration software
Account-based analytics software
Attribution software
Marketing analytics software
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Account-based marketing software
Account-based execution software
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What is Adobe Marketo Measure (formerly Bizible)
Adobe Marketo Measure (formerly Bizible) is a B2B marketing attribution and revenue analytics product that connects marketing touchpoints to leads, contacts, accounts, opportunities, and revenue. It is used by marketing operations and revenue operations teams to measure channel and campaign influence across the funnel and to support budget and pipeline decisions. The product is commonly deployed with Salesforce and Adobe Marketo Engage, using configurable attribution models and reporting outputs for dashboards and analysis.
Multi-touch attribution modeling
Supports multiple attribution models (for example, first-touch, last-touch, and multi-touch) to evaluate how marketing activities contribute to pipeline and revenue. It maps touchpoints to CRM objects so teams can analyze influence at the lead, contact, account, and opportunity levels. This is useful for organizations that need consistent attribution logic across campaigns and channels.
Deep Salesforce reporting alignment
Integrates closely with Salesforce data structures and reporting workflows, which helps teams operationalize attribution without exporting data to separate tools. It can associate marketing activities to opportunities and revenue using CRM identifiers and configurable rules. This alignment is particularly relevant for RevOps teams that rely on Salesforce as the system of record.
Cross-channel touchpoint capture
Captures and normalizes touchpoints from common B2B marketing sources (such as web interactions and campaign responses) to build a unified activity timeline. This enables analysis of channel mix and campaign influence across longer sales cycles. The approach supports account-based reporting by rolling activity up to accounts and opportunities.
Implementation and data hygiene effort
Accurate attribution depends on consistent CRM configuration, campaign governance, and identity resolution across leads and contacts. Organizations often need ongoing operational work to maintain mapping rules, deduplication, and campaign standards. If upstream data quality is inconsistent, attribution outputs can be difficult to trust.
Less focus on routing execution
While it supports account and opportunity-level analytics, it is not primarily designed for lead-to-account matching, routing, or meeting scheduling workflows. Teams that need real-time assignment, territory logic, or SLA-driven routing typically require additional systems. As a result, it may not replace dedicated execution tools in the revenue stack.
Reporting complexity for stakeholders
Multi-touch attribution introduces model selection, weighting, and interpretation challenges for non-technical stakeholders. Different models can produce materially different results, requiring governance and enablement to avoid conflicting narratives. Some organizations also need additional BI tooling for broader analytics beyond attribution-focused datasets.
Seller details
Adobe Inc.
San Jose, California, USA
1982
Public
https://www.adobe.com/
https://x.com/Adobe
https://www.linkedin.com/company/adobe/
