Best Story Wins B2B is Broken, here's how to fix it with Victoria Gamlen CMO of Boundary Analytics
May 15, 2025
40:00
Most B2B marketers are stuck proving short-term wins. Not because it drives the best results, but because it’s the only story the numbers can tell. Could this be why long-term growth, brand equity, and strategic influence keep slipping through the cracks?
In this episode, Victoria Gamlen, CMO of Boundary Analytics, unpacks the disconnect between brand investment and how we measure success. She explains why traditional attribution models fall short in B2B, how correlation and time lag analysis offer a clearer view of pipeline impact, and what marketing leaders need to rethink to align with how buyers make decisions today.
We also discuss:
In this episode, Victoria Gamlen, CMO of Boundary Analytics, unpacks the disconnect between brand investment and how we measure success. She explains why traditional attribution models fall short in B2B, how correlation and time lag analysis offer a clearer view of pipeline impact, and what marketing leaders need to rethink to align with how buyers make decisions today.
We also discuss:
- Why “brand vs. demand” is a false choice—and what to focus on instead
- How to use high-intent inbound as a bridge between brand activity and business outcomes
- What’s behind the recent shift in how leading companies approach brand marketing
- How to advocate for brand investment with data that resonates with the C-suite
- The biggest gaps in B2B marketing measurement—and how to fix them