In B2B marketing, the buyer journey is anything but linear, spanning months and multiple touchpoints. Nadia explores how to bridge the gap between marketing efforts and sales outcomes through solid attribution strategies. She breaks down the essentials of data hygiene and keeping in alignment with your sales structure, whether lead-centric or account-based.
This session cuts through the noise and gives you a real-world playbook for making attribution work now—not in a perfect data fantasy.

Walk away equipped with:

• Best practices for cleaning and structuring data for reliable insights
• Techniques to map marketing metrics to your unique sales process
• A clear, no-nonsense framework for multi-touch attribution that reflects reality, not theory

Attribution doesn’t work unless your foundation is solid, and traditional attribution models weren’t built for the data chaos of modern B2B reality. That means obsessing over data integrity, cleaning up your CRM, getting campaign tracking tight, and making sure your funnel mirrors how your team actually sells. Without that, you’re just guessing. Outdated attribution is dead. It’s time to fix the foundation and finally connect marketing to revenue—with confidence.