Marketing KPI and Attribution: Closing the Measurement Gap
Most marketing teams don’t struggle because they lack dashboards. They struggle because the numbers don’t agree with reality. You can feel it in the day-to-day conversations. A demand gen leader points to pipeline growth and a handful of clean charts. A sales manager counters with “That’s not what I’m seeing on calls.” The finance partner asks why spend shifted but revenue didn’t move in the same direction. Everyone is looking at metrics they trust, and yet the organizat