239 - How to Rethink Attribution in Your Company

It’s not uncommon for marketers and business leaders to hear the methodologies we talk about at Refine Labs and immediately dismiss them as “ineffective”, “clickbait”, or a number of other things. But the reality is, companies only fail to succeed with our methodologies when they continue to measure marketing with the same vanity metrics that have been pushed by MarTech vendors since 2010. When you stop measuring success by the quantity of MQLs and start measuring the quality of the leads that come directly to your website asking for a demo, the results speak for themselves. In this episode, Chris demonstrates this point by diving into a modern buying journey. You’ll notice that a huge majority of the touchpoint can't be measured by MarTech.