Outcome-Driven at Hyperscale: Ed Breault on AI Agents, OKRs, and Expansion
Release Date: 09/17/2025
From Door Knocks to Digital: How System Pavers Measures What Works
Attribution Nation
When your best channels don’t click, how do you measure what’s working? Drew Smith sits down with J.P. Carter, VP of Marketing at System Pavers, to break down attribution across a buyer journey that blends digital ads with door-to-door canvassing, events, and in-home sales. J.P. shares the mechanics of turning offline activity into trackable signals, dedicated phone numbers, QR codes, CRM capture, and channel-level ROI, plus why pairing attribution with “how did you hear about us” adds critical context instead of conflict. They also dig into loss analysis, ROAS as the north...
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Brand Is Inconvenient (and That’s the Point): Measuring What Actually Drives Growth
Attribution Nation
In this episode, Drew Smith welcomes Liam Moroney, Founder of Storybook Marketing, to tackle one of the most persistent tensions CMOs face: how to measure brand in a demand-obsessed world. Drawing on his background in B2B startups and brand analytics, Liam explains why brand marketing feels “inconvenient” to measure, and why that inconvenience is exactly what makes it essential. Together, they discuss why brand doesn’t fail measurement so much as measurement fails brand, how risk reduction and mental availability drive B2B buying decisions, and why optimizing only for what’s easy to...
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The White Space in B2G: Marni Puente on Brand Relevance, Buyer Access, and AI-First Marketing
Attribution Nation
On this episode of Attribution Nation, Drew Smith sits down with Marni Puente, SVP and Chief Marketing Officer at SAIC, to explore what changes when your buyers are government decision-makers and your go-to-market motion is built on relationships, regulation, and long cycles. Marni shares her unconventional path from arts and cultural institutions to the CMO seat, and why B2G marketing has more untapped opportunity than most teams realize. They dig into the “sea of sameness” in GovCon, how SAIC is bringing commercial best practices like customer-centric, one-to-one marketing into a highly...
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Paradox of Choice: Sam Allen on Rationalizing the Martech Stack
Attribution Nation
Drew Smith hosts Sam Allen, CEO of Iterable, to talk about leading through the chaos of modern Martech, AI, and revenue pressure. Fresh off an 11-year run as a senior Salesforce executive and with an early career in the U.S. Marine Corps, Sam shares how a values-driven, execution-focused mindset shapes his approach to scaling go-to-market teams. They dive into the explosion of marketing tools (and the paradox of choice), why tech stack rationalization and modernization are now non-negotiable, and how AI enables true micro-cohorting and rapid experimentation without replacing human oversight....
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Reed Hansen on Making Attribution Work in Big Tech, Higher Ed, and Small Business
Attribution Nation
On this episode of Attribution Nation, Drew Smith sits down with Reed Hansen, Owner and Chief Growth Officer at MarketSurge, to compare how attribution really works across big tech, higher ed, and small business. Reed shares why marketing is a machine, but not a gumball machine, and how execution, time lags, and touchpoints change what you measure and why. They dig into higher ed’s dual challenges (partnership vs. enrollment), the messy role of alumni touchpoints and macroeconomics, and the small-biz realities of single-touch wins, affiliates/influencers, and CRM tagging over complex models....
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Creativity with Rigor: Bruno Bertini on B2B, Measurement, and the “Power of You”
Attribution Nation
This week on Attribution Nation, Drew Smith sits down with Bruno Bertini, CMO at 8x8, to explore how modern B2B marketing wins when creativity and rigor meet. Bruno shares a career arc from Disney “cast member” to quota-carrying sales leader to CMO, and why that blend shaped his belief that people follow people, not product lists. They get into the danger of over-indexing on science, how to protect bold ideas (“do cool stuff”) without losing attribution discipline, and why leadership must set the balance. Bruno also unpacks 8x8’s “Power of You” campaign—real...
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From Meetings to Movement: Kimberly Storin on Brand, Attribution, and Zoomtopia
Attribution Nation
Drew Smith hosts Kimberly Storin, CMO at Zoom, for a candid look at leading marketing when everything’s changing. Kimberly traces her path from crisis comms and consulting to transformation roles at AMD and IBM, and into Zoom, where a challenger mindset fuels rapid experimentation. They cover why CMOs must act as chief market officers, how to balance long-term brand bets with near-term pipeline, and the rule that “if marketing is green, the business should be too.” Kimberly shares her three drivers of transformation: curiosity, agility, and calculated risk, plus how competitive insights,...
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Why Attribution is Broken and What to Do Instead
Attribution Nation
This week on Attribution Nation, Drew Smith is joined by Nate Skinner, CMO at 8am (formerly AffiniPay), to explore why attribution is broken and how multi-touch, weighted analytics can fix it. Nate shares why chasing credit creates bad behavior, how separating RevOps from marketing and sales provides the objectivity of a “therapist,” and why reporting means more than just reading the news. Tune in for a discussion on building measurement into a major rebrand, and how small fixes to the trial experience turned into one of 8am’s strongest conversion levers. You won’t want to miss this...
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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...
info_outlineOn 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 experimentation, like A/B testing tone, voice, and playbooks by segment and signal, and why you “can’t be data-driven if you’re not outcome-driven.”
Check out this conversation if you’re building an expansion motion, scaling with AI, or trying to prove marketing’s impact with clarity.