You asked. We answered.
Attribution needs to be accurate, explainable, and aligned with revenue or it risks being dismissed entirely.
After the buzz and high accolades of our “Attribution is Dead” webinar, we knew that B2B marketing and RevOps teams are ready for a deeper, more technical dive into how attribution has evolved in 2025 and how to do it right.
So here it is – the sequel.
RevOps Co-op joined us to learn how to make sure your model reflects the actual buyer journey and earns the trust of your execs. In this follow-up session, attribution expert Drew Smith (Attributa) joins Eric Westerkamp (CaliberMind CEO) and Nadia Davis (VP Marketing at CaliberMind) and went beyond the high-level talk and into the mechanics of how to make attribution actually work — in your MarTech stack tools, in Salesforce, in real life, and with real results.
What You’ll Learn:
- Why the traditional multi-touch attribution instrumentation is usually underhanded — how to build it right (or fix what you got)
- How Chain-Based Attribution works (yes, we’ll explain Markov models clearly)
- What a realistic, scalable attribution setup looks like across your tech stack
- How to win over skeptics who think attribution is “made up” – and set the right expectations and champion data leadership
- Where partial attribution models go wrong — and how to avoid contradictory reporting
- Which attribution model to use for various marketing use cases (single-, multi-touch and beyond) to tell stories that land.
We enjoyed the engaging discussion, and brought our panelists back together after the session to answer some of the questions we didn’t have a chance to get to during the live session. Enjoy the Q&A below.
