How to Measure Indirect Attribution and Customer Revenue

I find that the qualitative matters a lot and so when the numbers are small we paid attention but now I will hear oh came up in these sales calls or I'll hear from someone like hey actually I really love this episode that you just did with XYZ. It's also then to do it at scale you're making a lot of investments where you know that they might work incredibly well but if they work incredibly well a lot of it's gonna show up as direct right? "There's two core kind of core ways I think you can measure indirect," he says. 'We're just gonna have to get back to having conviction right like it's being great'