PODCAST · business
Attribution Nation
by Drew Smith
"Attribution Nation" is your passport to the vibrant community of marketing enthusiasts, entrepreneurs, and data aficionados. We offer valuable insights into the intricate world of marketing attribution in a unique mini-series format, each exploring a distinct aspect of the attribution universe. Whether you're a seasoned marketing professional, a sales person annoyed with the "credit game," or a curious data explorer, we invite you to subscribe and become a part of our thriving attribution nation.
Episodes
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Good Demand Gen Wins: Jessica Fewless on ABM, Buying Groups, and Measurement
Jessica Fewless was in the room when ABM went from niche idea to mainstream playbook, and her take in 2026 might surprise you: one-to-many ABM should just be demand gen. In this episode, Jessica and Drew unpack what ABM fixed (bad habits, lead-chasing, misalignment) and where teams still go wrong...
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Brand Is a Business Asset: Cat Holt on Proving What Brand Really Does
Drew Smith hosts Cat Holt, Founder and Chief Brand Officer of Coologee, Inc., for a conversation on what brand actually does for a business and why most teams measure it wrong. Cat breaks down the biggest misconception leaders have about brand: that performance marketing can replace long-term...
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Post-Acquisition Drift: How to Spot a SaaS Growth Stall Early
Most post-acquisition playbooks work…until they don't. In this episode, Drew Smith is joined by EJ Schmidt, CMO and Principal at Orange Marketing Consulting, to discuss a pattern EJ has seen repeatedly in PE-backed B2B SaaS: the 24–36 month stall. They explore why early momentum fades after...
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From Door Knocks to Digital: How System Pavers Measures What Works
When your best channels don't click, how do you measure what's working? Drew Smith sits down with J.P. Carter, VP of Marketing at System Pavers, to break down attribution across a buyer journey that blends digital ads with door-to-door canvassing, events, and in-home sales. J.P. shares the...
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Brand Is Inconvenient (and That's the Point): Measuring What Actually Drives Growth
In this episode, Drew Smith welcomes Liam Moroney, Founder of Storybook Marketing, to tackle one of the most persistent tensions CMOs face: how to measure brand in a demand-obsessed world. Drawing on his background in B2B startups and brand analytics, Liam explains why brand marketing feels...
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The White Space in B2G: Marni Puente on Brand Relevance, Buyer Access, and AI-First Marketing
On this episode of Attribution Nation, Drew Smith sits down with Marni Puente, SVP and Chief Marketing Officer at SAIC, to explore what changes when your buyers are government decision-makers and your go-to-market motion is built on relationships, regulation, and long cycles. Marni shares her...
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Paradox of Choice: Sam Allen on Rationalizing the Martech Stack
Drew Smith hosts Sam Allen, CEO of Iterable, to talk about leading through the chaos of modern Martech, AI, and revenue pressure. Fresh off an 11-year run as a senior Salesforce executive and with an early career in the U.S. Marine Corps, Sam shares how a values-driven, execution-focused mindset...
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Reed Hansen on Making Attribution Work in Big Tech, Higher Ed, and Small Business
On this episode of Attribution Nation, Drew Smith sits down with Reed Hansen, Owner and Chief Growth Officer at MarketSurge, to compare how attribution really works across big tech, higher ed, and small business. Reed shares why marketing is a machine, but not a gumball machine, and how…
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Creativity with Rigor: Bruno Bertini on B2B, Measurement, and the "Power of You"
This week on Attribution Nation, Drew Smith sits down with Bruno Bertini, CMO at 8x8, to explore how modern B2B marketing wins when creativity and rigor meet. Bruno shares a career arc from Disney "cast member" to quota-carrying sales leader to CMO, and why that blend shaped his belief that…
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From Meetings to Movement: Kimberly Storin on Brand, Attribution, and Zoomtopia
Drew Smith hosts Kimberly Storin, CMO at Zoom, for a candid look at leading marketing when everything's changing. Kimberly traces her path from crisis comms and consulting to transformation roles at AMD and IBM, and into Zoom, where a challenger mindset fuels rapid experimentation. They cover why...
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Why Attribution is Broken and What to Do Instead
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...
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Outcome-Driven at Hyperscale: Ed Breault on AI Agents, OKRs, and Expansion
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...
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Unlocking Marketing Success with Data Insights that WORK
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,...
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Navigating Partner-Led Marketing
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...
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Forecasts and Funnels: Catherine Gutierrez on Proving Marketing's Value
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…
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Embracing AI and The Future of Marketing with Megan Lueders
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…
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Engineering to Marketing: Jayashree Rajan on Data-Driven Marketing Strategies
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…
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From Apple to Box: A CMO's Real Talk on Measurement
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...
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From Chaos to Clarity: James Leedom's Blueprint for Attribution Success
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...
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Clean, Simple, and Diligent: Kate Colbert's Guide to Winning with Attribution
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...
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Plug In and Level Up: Getting Technical with Nic Zangre
Nic Zangre, VP of Solution Architecture at CaliberMind talks the complexities of marketing attribution. Nic shares his take on optimizing segmentation, web tracking, and UTM management while tackling common misconceptions like needing perfect data to start. If you're a marketer looking to sharpen...
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Adoption, Action, and Accuracy: Steffen Hedebrandt's Take on Attribution
Join Steffen Hedebrandt, CMO and co-founder of Dreamdata, as he shares how to succeed with multi-touch attribution. Steffen covers building a strong framework, the role of organizational adoption, the value of consistent UTMs and campaigns, and more!
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Mini-Series 4 Recap: What 4 Experts Say About Going Deep In the Technical Specifics for the Leading Attribution Platforms
In this recap episode, Drew and Ragen Dodson, director of demand generation at Refine Labs, break down the main takeaways for mini-series four. Listen in to learn all about what series four had to offer!
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Mini-Series 3 Recap: Attribution vs. Media Mix Modeling. What we learned from 3 experts
In this recap episode, Drew summarizes the main takeaways for mini-series three, which answered the question, are attribution and MMM mortal enemies or fast friends?
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Mustaches, MMM and MTA
Michael Kaminsky, CEO of Recast, joins us to share his take on attribution vs. MMM, where he says, MMM may just be the WORST way to measure marketing. Hear more from Michael on how perfection hurts marketers who need to make decisions and questions to ask your potential MMM vendor.
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From Adobe to CEO: How has attribution shifted?
Ryan Hobson spent a decade in Adobe's analytics products before becoming CEO at Align BI. In this episode, he brings a unique flavor to the history and future of analytics in marketing.
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Multi-Touch Attribution vs. MMM: Friends or Foes? Part 2
In part two of our two-part episode with Mark Stouse we get into the nitty gritty of how to leverage MMM to make better decisions and debunk some commonly held myths about when it's right for companies to invest in it.
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Multi-Touch Attribution vs. MMM: Friends or Foes? Part 1
In part one of our two part episode with Mark Stouse we explore definitions, similarities and differences in MMM vs. MTA. Mark experience spans decades trying to answer the seemingly simple question of marketing's impact on the business. From investing millions into this question at Honeywell and...
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Attribution in the Enterprise: How to manage marketing attribution in complex enterprise environments
Sy Spencer's background in B2C at Warner Brothers gave her a unique lens of attribution when she moved into B2B. Now at Cisco, she continues to simplify and use an unexpected super power to get things done: empathy.
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Attribution in the Trenches: How to get attribution buy-in from a Marketo Measure power user
Kimberly Galitz was an early adopter of Bizible (now Marketo Measure) and continues to be a staunch advocate and leading thought leader on attribution. This episode is packed with practical ways to improve buy-in, impact campaign performance and so much more.
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The Next Generation: How attribution can build a career and the importance of continuous learning
Join Drew and his youngest guest, Bailey Bowes, to hear how she built her career with the help of attribution software and learned how to help her teams answer the question: what's working and not in marketing?
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Chris Walker: The vocal attribution critic explains how companies should be doing attribution
You've seen him on LinkedIn, probably being critical of marketing attribution, but in this episode, Chris Walker expands on his often misunderstood critique of marketing attribution, funnel metrics and sales and marketing alignment. It's a can't miss episode and capstone of mini-series 2.
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Mini-Series 2 Recap: In the trenches. What we learned from 4 day-to-day attribution users and consultants
In this recap episode, Drew summarizes the main takeaways for how to get marketing attribution buy-in from start-ups to enterprise environments.
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Mini-Series 1 Recap: Past, present and future. What we learned from 5 attribution founders and CEOs
In this recap episode, Drew talks about highlights and common themes to wrap up the first mini-series of Attribution Nation: all about the history of the category AND the future of it.
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Up and to the Right: Hockeystack's unique approach to solving attribution
The new kids on the block, Emir Atli, CRO of Hockeystack, explains how they got started and what makes their solution distinct for attribution. This interview includes a preview of new product features and how AI hype might finally really be valuable for attribution.
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From CDP to Attribution: CaliberMind's CEO on how market need drove product
Eric Westerkamp, CEO of CaliberMind, asks the question, "If you're not using attribution, what ARE you doing?" How can you know where to invest more or less? Surely you can't simply use your gut, right? Eric walks through the evolution and pivots of the CaliberMind product and his move from sales...
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Dreaming in Denmark: Lars Grønnegaard on launching the attribution product he wished he had
Lars Grønnegaard, CEO of Dreamdata, explains how to empower org-wide creativity despite, get this, NOT being able to measure it and why every company should have a marketing co-founder.
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The Godfather of Attribution: Aaron Bird, Founder and CEO of Bizible (Now Marketo Measure)
Our inaugural episode of Attribution Nation features the OG, the godfather, the undisputed maestro of attribution, Aaron Bird. He founded and CEO'd Bizible, ushering it into acquisition by Marketo which quickly was acquired by Adobe. Although years removed from the space, we start with him to lay...
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ABOUT THIS SHOW
"Attribution Nation" is your passport to the vibrant community of marketing enthusiasts, entrepreneurs, and data aficionados. We offer valuable insights into the intricate world of marketing attribution in a unique mini-series format, each exploring a distinct aspect of the attribution universe. Whether you're a seasoned marketing professional, a sales person annoyed with the "credit game," or a curious data explorer, we invite you to subscribe and become a part of our thriving attribution nation.
HOSTED BY
Drew Smith
CATEGORIES
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Frequently Asked Questions
How many episodes does Attribution Nation have?
Attribution Nation currently has 38 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Attribution Nation about?
"Attribution Nation" is your passport to the vibrant community of marketing enthusiasts, entrepreneurs, and data aficionados. We offer valuable insights into the intricate world of marketing attribution in a unique mini-series format, each exploring a distinct aspect of the attribution universe....
How often does Attribution Nation release new episodes?
Attribution Nation has 38 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Attribution Nation?
You can listen to Attribution Nation on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Attribution Nation?
Attribution Nation is created and hosted by Drew Smith.
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