Do you need another attribution tool, or a different kind of answer?
Last updated October 2026
Adobe Marketo Measure, formerly Bizible, is one of the best-known B2B attribution tools. Teams look for alternatives for two very different reasons. Some want a different attribution tool: lighter to implement, easier to run, or built for a different stack. There are good options for that, and this page isn’t one of them. Others have realized attribution can’t answer the question they’re actually asked: where should the next marketing dollar go? That’s a different kind of tool, and it’s what Align BI does. Here’s how to tell which problem you have.
Quick summary
| Marketo Measure | Align BI | |
| Built to answer | Which tracked touchpoints get credit for pipeline and revenue | Where the next marketing dollar is likely to do the most good |
| Best for | Detailed interaction reporting across tracked touchpoints | Planning and optimizing budgets across channels and sales headcount |
Why Teams Look Beyond Attribution
A few things push teams to look beyond attribution.
- Teams realize that their attribution model still requires them to triangulate budget decisions in a spreadsheet using partial marketing data.
- Teams realize a better attribution model is still backward-looking. It reports what happened, but doesn’t estimate how a budget change is likely to play out.
- Teams want to include more marketing channels and efforts than just the ones that make it into the CRM.
- Teams want to quickly explore different budget scenarios and feel confident the plan will hit their funnel targets.
The Full Comparison
| Marketo Measure | Align BI | |
|---|---|---|
| What it is | A B2B attribution tool | A B2B marketing mix model, built and refreshed for you at your preferred cadence |
| Data it uses | Trackable touchpoints across marketing and sales, online and offline | Aggregate spend, interaction, and funnel-stage data |
| Untracked influence (brand, word of mouth, dark social) | Credit goes to tracked touchpoints | Included, even when it never fills out a form |
| Informing budget decisions | Credit for what already happened, used to track campaign touches on accounts and funnel stages | Estimates of likely response to spend changes, with scenarios to compare before committing budget |
| Funnel bottlenecks | Not considered | Models sales headcount alongside marketing spend, so budget scenarios can relieve bottlenecks |
| Where results live | In Marketo Measure, with options to send data to a warehouse or BI tool | In the BI tools you already use (Qlik, Power BI, Tableau, etc.) |
Who Each Is Likely Right For
Marketo Measure is helpful when teams need detailed, touchpoint-level attribution reporting, especially those already running Marketo and Salesforce. Align BI is helpful for teams when the main question is how to plan and split budget. Many teams will want both: attribution to investigate, MMM to plan.
What Customers Say
Weave moved from first-touch attribution to a model Align BI built, and its Sr. Director of Digital Marketing and Analytics describes the difference.
Quote block: “Oftentimes, with attribution models, it’s really hard to make decisions. But with the tool Align BI built for us, we’re getting incredible insights and we can spend our marketing budget in the most efficient way possible.”
Bryan Archibald, Sr. Director of Digital Marketing and Analytics, Weave
Call to Action
See it with your own data. We’re happy to run your data through our model so you can see if and how it works. Reach out through our form or on LinkedIn.
See Align BI pricing.