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 episode!

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 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.

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 success. Whether you're building a marketing org from the ground up, refining how your team approaches data, or looking to bridge the gap between strategy and execution, this episode is for you.

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, whether you're wrestling with attribution in a multi-partner ecosystem or just looking to future-proof your marketing strategy.

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 trying to make your data work harder (or just trying to hold onto your budget), this conversation is a masterclass in turning insight into influence.

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, teams, and tools keep shifting beneath your feet, this episode is for you.

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 startup marketing or just trying to get your funnel to behave, this episode is for you.

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 attribution reports, this episode delivers practical insights, real talk, and a fresh perspective on what modern marketing leadership really looks like.

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.

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.