Attribution as a Second Language: How to Make Marketing Value Land with C-Suite
with Eric MacColl
About the Event
In the seventh episode of Season 2 on Hitchhiker’s Guide to Marketing Analytics, we’re joined by Eric MacColl, startup demand gen consultant and Ex-Head of Demand Gen at Atlassian.
Marketing leaders are under more scrutiny than ever—but what the C-Suite actually expects from marketing often differs from what most teams think they’re being measured on. In this session, we’ll cut through the noise and dig into the fundamentals executives really care about: accountability, predictability, and a data foundation that proves Marketing is driving revenue, not just activity.
Watch as Eric and Nadia Davis (CaliberMind VP of Marketing) breaks down how world-class teams build attribution and analytics foundations that stand up in front of finance and the board. They unpack the evolution from “just get me leads” to true revenue partnership: including the exact components of an attribution-ready framework, how to level up your maturity over time, and what a high-impact QBR actually looks like when Marketing is seen as a strategic growth engine, not a cost center.
Whether you’re trying to earn a seat at the table or protect the one you already have, this episode will show you how to build the moat, tame the metric, and align your work with what leadership really values.
