Way back when, which in the world of digital marketing could mean just a few years ago, marketers focused on numbers like web traffic, social impressions, number of blog visitors, etc. While top-of-funnel metrics certainly continue to play a role in today's KPIs the need to more closely align marketing's goals with the sales team's goals is ever increasing. The hurdle the two teams have faced is the lack of technology available for marketers to accurately attribute and follow the necessary metrics.