EPISODE · May 7, 2026 · 21 MIN
The Death of Marketing Attribution and What Replaces It
from Revenue Marketing Raw · host Jeff Pedowitz and Dr. Debbie Qaqish
Only 30% of CMOs trust their own attribution numbers. The other 70% know the dashboard is theater — they just don't have anything better to defend the budget with. In this episode of Revenue Marketing Raw, Jeff Pedowitz and Debbie Qaqish call time of death on traditional marketing attribution and lay out what actually replaces it. They argue the right unit of measurement isn't the lead or the touchpoint — it's the account. Cohort growth. Customer lifetime value. Wallet share. Pipeline penetration. And the single conversation every CMO needs to have this quarter: sit down with the CFO and the RevOps leader, and agree together on what proves ROI to the business — before the CFO defines it for you. They tackle why AI search is shattering the click-attribution model entirely, why content slop is making the data even worse, and why the marketers who'll survive the next 18 months are the ones treating marketing as a financial function, not a campaign function. If your dashboard still revolves around touchpoints, this episode is the obituary.
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Only 30% of CMOs trust their own attribution numbers. Jeff Pedowitz and Debbie Qaqish call time of death on traditional marketing attribution — and lay out what actually replaces it: account cohorts, lifetime value, pipeline penetration, and a single conversation every CMO needs to have with the CFO this quarter.
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The Death of Marketing Attribution and What Replaces It
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