Multi-Touch Attribution vs. MMM: Friends or Foes? Part 2
Release Date: 07/28/2024
Outcome-Driven at Hyperscale: Ed Breault on AI Agents, OKRs, and Expansion
Attribution Nation
On this episode of Attribution Nation, Drew Smith sits down with Ed Breault, CMO at Malbek, to discuss how outcome-driven thinking reshapes marketing from growth to hyperscale. Ed traces his path from nuclear energy to consulting, martech, and now legal tech, then dives into a framework for visualizing revenue across net-new and expansion, and why making customers wildly successful earns you the right to grow accounts. They get specific on measurement and OKRs, 3–5x pipeline coverage, and radical transparency that aligns marketing, sales, and CX. Ed also shares how AI agents accelerate...
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Unlocking Marketing Success with Data Insights that WORK
Attribution Nation
On this episode of Attribution Nation, Drew Smith sits down with Tiffany Holland, Founder and Head of Marketing & Media Strategy at Consiglieri, to discuss how data-driven thinking transforms marketing organizations. Drawing on her career from agency life to now leading strategic initiatives, Tiffany shares how aligning analytics with decision-making creates smarter, more cohesive teams. She shares why proactive measurement should be baked into campaign planning, how to uncover the “why” behind performance results, and why collaboration across disciplines is essential for long-term...
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Navigating Partner-Led Marketing
Attribution Nation
Tune in for a conversation between host Drew Smith and Isabelle Papoulias, Head of Strategic Operations and Marketing at EliteOps, on the realities of driving growth in a partner-led go-to-market model. Drawing from her extensive career, Isabelle unpacks how precise audience segmentation, brand reputation, and relationship-building events can make or break marketing success. They explore the often-overlooked complexities of measuring impact in partnership-driven environments, from leveraging media mix modeling to planning for future marketing needs. This episode will help you deliver results,...
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Forecasts and Funnels: Catherine Gutierrez on Proving Marketing’s Value
Attribution Nation
Join Drew Smith for a conversation with Catherine Gutierrez, CEO and founder of the CMO Agency, about the realities of leading marketing when everything must tie back to revenue. With two decades of experience, Catherine shares hard-won insights on connecting campaigns to the bottom line, building trust with the C-suite, and why channel-level forecasting and consistent attribution models are non-negotiable. They explore the strategic role of AI, how to communicate marketing’s impact beyond vanity metrics, and why embracing failure is part of any innovative team’s DNA. If you're a marketer...
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Embracing AI and The Future of Marketing with Megan Lueders
Attribution Nation
On this episode of Attribution Nation, Drew Smith sits down with Megan Lueders, CMO at Sonatype, for a conversation about what it really means to be a modern marketer in the age of AI. From vendor evaluations to the evolution of search, Megan shares how she’s embracing an AI-first mentality and why data fluency is now table stakes for every marketer. Together, they explore how LLMs are reshaping discovery, what today’s complex customer journey demands from marketing teams, and how closer sales alignment can unlock deeper impact. If you’re wondering how to stay relevant as tech,...
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Engineering to Marketing: Jayashree Rajan on Data-Driven Marketing Strategies
Attribution Nation
This week on Attribution Nation, we’re joined by Jayashree Rajan, CMO at Nexla, whose journey from engineering to marketing is anything but typical. Jayashree sits down with Drew Smith to talk about what engineering taught her about modern marketing and why understanding loss analysis, attribution models, and buying committees is critical for today’s growth leaders. They dive into how early-stage companies can build a solid marketing infrastructure and why sales alignment and data-driven decisions aren’t optional…they’re survival strategies. If you're navigating the messy middle of...
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From Apple to Box: A CMO’s Real Talk on Measurement
Attribution Nation
Welcome back to Attribution Nation! This season, we’re diving deep with today’s top CMOs and we’re kicking things off with a powerhouse: Tricia Gellman, CMO at Box. In this episode, Tricia sits down with Drew Smith to share her journey into marketing, how attribution and measurement have evolved throughout her career, and the realities of building trust between marketing and sales. She reflects on hard-earned lessons from Salesforce and beyond - covering everything from data integrity to brand-building at scale. Whether you're a CMO or just trying to make sense of your...
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From Chaos to Clarity: James Leedom’s Blueprint for Attribution Success
Attribution Nation
James Leedom, a customer technical advisor at Adobe, explores the intricacies of marketing attribution using Marketo Measure. James shares his journey into marketing operations and offers advice on optimizing UTM structures, managing Salesforce campaigns, and overcoming data challenges. This episode is packed with insights to help you unlock the full potential of your marketing data.
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Clean, Simple, and Diligent: Kate Colbert’s Guide to Winning with Attribution
Attribution Nation
In this episode, Kate Colbert, customer business advisor at Adobe, takes a deep dive into marketing attribution mastery. Kate shares her journey from BDR to attribution authority and tips for succeeding with Marketo Measure. Kate highlights how simplicity, diligence, and intention can transform marketing ROI.
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Plug In and Level Up: Getting Technical with Nic Zangre
Attribution Nation
Nic Zangre, VP of Solution Architecture at CaliberMind talks the complexities of marketing attribution. Nic shares his take on optimizing segmentation, web tracking, and UTM management while tackling common misconceptions like needing perfect data to start. If you're a marketer looking to sharpen your strategies, this episode is packed with insights to elevate your attribution game.
info_outlineIn part two of our two-part episode with Mark Stouse we get into the nitty gritty of how to leverage MMM to make better decisions and debunk some commonly held myths about when it's right for companies to invest in it.