Best Practice Report

Measurement Mechanics: Solution Identification In Demand Measurement

April 7th, 2023
With contributors:
Cristina De Martini , Kathleen Pierce , Tyler Orleans , Robin Whiting


Solution identification — one of the four core mechanics of demand measurement — tracks interest in a product or solution from each two-way marketing touch so that each interaction is associated with the proper individual and related opportunity. This ensures that buying group assembly correctly identifies all individuals in an account who show interest in a solution and aligns them to the appropriate opportunity while minimizing false positives in marketing performance measurement. This report highlights the importance of solution identification in the demand measurement process as well as key considerations for designing and implementing this capability.

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