Traction Decoding Marketing Attribution in the AI Era with Mada Seghete and Alex Bauer
On this episode, Mada Seghete, Co-Founder, CEO and Marketing at Upside, and Alex Bauer, Co-Founder, Product at Upside, share their journey of rethinking how businesses measure the true impact of their marketing and sales efforts. Drawing on years of experience in the tech industry, they provide insights into how companies can shift their focus from outdated models to more accurate and meaningful ways to track performance.
Specifically, Mada and Alex discuss:
- How marketing teams can move beyond traditional metrics to uncover hidden drivers of growth.
- The importance of understanding the distinction between attribution and credit, and why this matters for long-term success.
- Practical strategies for identifying which marketing and sales activities truly influence decision-making.
- How businesses can foster collaboration across teams by recognizing the contributions of all stakeholders.
- Why accurate attribution data is essential for proving the value of marketing and sales efforts to leadership.
Resources Mentioned:
https://www.linkedin.com/in/madalina/
https://www.linkedin.com/in/alexdbauer/
Upside | LinkedIn -
https://www.linkedin.com/company/upsidelabs/
Upside | Website -
https://upside.tech/
This episode is brought to you by:
Leverage community-led growth to skyrocket your business. From Grassroots to Greatness by author Lloyed Lobo will help you master 13 game-changing rules from some of the most iconic brands in the world — like Apple, Atlassian, CrossFit, Harley-Davidson, HubSpot, Red Bull and many more — to attract superfans of your own that will propel you to new heights. Grab your copy today at FromGrassrootsToGreatness.com
Each year the U.S. and Canadian governments provide more than $20 billion in R&D tax credits and innovation incentives to fund businesses. But the application process is cumbersome, prone to costly audits, and receiving the money can take as long as 16 months. Boast automates this process, enabling companies to get more money faster without the paperwork and audit risk. We don’t get paid until you do! Find out if you qualify today at https://Boast.AI
Launch Academy is one of the top global tech hubs for international entrepreneurs and a designated organization for Canada's Startup Visa. Since 2012, Launch has worked with more than 6,000 entrepreneurs from over 100 countries, of which 300 have grown their startups to seed and Series A stage and raised over $2 billion in funding. To learn more about Launch's programs or the Canadian Startup Visa, visit https://LaunchAcademy.ca
Content Allies helps B2B companies build revenue-generating podcasts. We recommend them to any B2B company that is looking to launch or streamline its podcast production. Learn more at https://contentallies.com
#marketingattribution #businessdataanalytics #salesstrategies #product #marketing #innovation #startup #generativeai #AI