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...
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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...
info_outlineThis 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 episode!