Attribution has always been one of marketing and sales' favorite ways to argue. The age-old debate of first touch, last touch, multi-touch, and everything in between hasn’t quieted down.

In this episode, Rob sits down with Nadia Davis, VP of Marketing at CaliberMind, to cut through the noise on one of B2B marketing's most overcomplicated topics. Nadia challenges the all-too-common pattern of companies calling themselves data-driven while using attribution to hunt for answers rather than validate a strategy they should be defining in the first place. From the customer journey’s dark funnel of indirect touchpoints to the question of whether multi-touch attribution is nirvana or a rathole, this conversation gets honest about what attribution can and can't do, and where human judgment still has to lead before AI and technology can accelerate anything.

Nadia also shares the findings of a comprehensive market study (2026 State of Attribution Report) conducted by Scott Brinker, the father of MarTech, and Frans Riemersma from MarTech Tribe - the two prominent MarTech gurus - on the state of attribution in 2026.

If you're in demand gen, marketing ops, or leading GTM strategy, this episode is a grounded reality check on where attribution stands today.