Stacking Growth | The B2B Marketing Podcast How to Bridge the Attribution Gap | Sidney Waterfall
Oct 7, 2025
In this engaging discussion, Sidney Waterfall, VP of Marketing at Open Brand and former Refine Labs practitioner, shares her unique journey of blending qualitative and quantitative data to enhance marketing strategies. She emphasizes the significance of self-reported attribution and how it complements traditional metrics. Sidney discusses pivotal career moments that shaped her views and the importance of adapting to AI advancements and customer feedback. With insights on experimenting and focusing on processes over outcomes, she inspires marketers to bridge the attribution gap effectively.
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From Sales Rep To Marketing VP
- Sidney began her career in sales and says it made her a more empathetic, numbers-driven marketer.
- She moved from demand campaigns to Refine Labs and then to VP of Marketing at Open Brand to run her own full marketing function.
Zillow Win Exposed The Attribution Gap
- Sidney tells the Zillow story: a tailored ABM play won a huge account despite poor MQL metrics.
- Sales reported seeing the brand everywhere, which validated the multichannel approach beyond standard quantitative measures.
Validate Small Audiences With Qualitative Tests
- When audience size is small you won't get fast quantitative signals, so prioritize qualitative validation instead.
- Use targeted pilots and direct feedback to test new channels or segments before expecting statistical results.