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Attribution Nation

Podcast by Drew Smith

English

Technology & science

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About Attribution Nation

"Attribution Nation" is your passport to the vibrant community of marketing enthusiasts, entrepreneurs, and data aficionados. We offer valuable insights into the intricate world of marketing attribution in a unique mini-series format, each exploring a distinct aspect of the attribution universe. Whether you're a seasoned marketing professional, a sales person annoyed with the "credit game," or a curious data explorer, we invite you to subscribe and become a part of our thriving attribution nation.

All episodes

38 episodes

episode Good Demand Gen Wins: Jessica Fewless on ABM, Buying Groups, and Measurement artwork

Good Demand Gen Wins: Jessica Fewless on ABM, Buying Groups, and Measurement

Jessica Fewless was in the room when ABM went from niche idea to mainstream playbook, and her take in 2026 might surprise you: one-to-many ABM should just be demand gen. In this episode, Jessica and Drew unpack what ABM fixed (bad habits, lead-chasing, misalignment) and where teams still go wrong today, especially when they hand sales an "MQA" and expect reps to magically find the buying committee. You'll hear how she thinks about buying groups, leading indicators like intent + website engagement, and the red/yellow/green model for account readiness that helps teams balance short-term pipeline needs with long-term account development. Then they switch to the topic most marketers avoid: partner marketing measurement. Jessica lays out why partners aren't just a referral channel, why influenced impact matters as much as sourced impact, and how partner programs break down when built around entitlements, sponsorship fees, and misaligned incentives.

18 Mar 2026 - 52 min
episode Brand Is a Business Asset: Cat Holt on Proving What Brand Really Does artwork

Brand Is a Business Asset: Cat Holt on Proving What Brand Really Does

Drew Smith hosts Cat Holt, Founder and Chief Brand Officer of Coologee, Inc., for a conversation on what brand actually does for a business and why most teams measure it wrong. Cat breaks down the biggest misconception leaders have about brand: that performance marketing can replace long-term reputation building and deliver instant ROI on demand. They dig into the 95/5 rule (why only 5% of your market is in-market at any given time) and why staying top of mind with the other 95% is the real growth lever. Cat shares practical frameworks for making brand impact measurable, from known-audience testing to matched-market lift, plus the critical details that make or break experiments, like properly constructed control groups. Tune in if you're trying to connect brand investment to lower-funnel performance, build an executive-friendly measurement plan, or escape the quarter-to-quarter trap that keeps brand underfunded.

4 Mar 2026 - 49 min
episode Post-Acquisition Drift: How to Spot a SaaS Growth Stall Early artwork

Post-Acquisition Drift: How to Spot a SaaS Growth Stall Early

Most post-acquisition playbooks work…until they don't. In this episode, Drew Smith is joined by EJ Schmidt, CMO and Principal at Orange Marketing Consulting, to discuss a pattern EJ has seen repeatedly in PE-backed B2B SaaS: the 24–36 month stall. They explore why early momentum fades after acquisitions, how data debt and go-to-market drift quietly accumulate, and the warning signs that growth is no longer tracking to the original thesis. The conversation covers how to diagnose whether you're facing a market trust problem or a product-market fit problem, why hypothesis-driven measurement matters more than static reporting, and what leaders can do to stabilize, rebuild, and re-accelerate growth before finger-pointing takes over. You'll walk away with a clearer framework for spotting the stall early and knowing what to fix first.

18 Feb 2026 - 47 min
episode Brand Is Inconvenient (and That's the Point): Measuring What Actually Drives Growth artwork

Brand Is Inconvenient (and That's the Point): Measuring What Actually Drives Growth

In this episode, Drew Smith welcomes Liam Moroney, Founder of Storybook Marketing, to tackle one of the most persistent tensions CMOs face: how to measure brand in a demand-obsessed world. Drawing on his background in B2B startups and brand analytics, Liam explains why brand marketing feels "inconvenient" to measure, and why that inconvenience is exactly what makes it essential. Together, they discuss why brand doesn't fail measurement so much as measurement fails brand, how risk reduction and mental availability drive B2B buying decisions, and why optimizing only for what's easy to track puts a hard ceiling on growth. Liam shares a pragmatic framework for defining brand success, pressure-testing metrics against reality, and using accessible signals like branded search and competitive context to understand market momentum, not just internal performance. Tune in if you're stuck in the brand-versus-demand debate, frustrated by vanity metrics, or looking for a clearer, more credible way to connect brand investment to real business outcomes.

21 Jan 2026 - 52 min
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En fantastisk app med et enormt stort udvalg af spændende podcasts. Podimo formår virkelig at lave godt indhold, der takler de lidt mere svære emner. At der så også er lydbøger oveni til en billig pris, gør at det er blevet min favorit app.
Rigtig god tjeneste med gode eksklusive podcasts og derudover et kæmpe udvalg af podcasts og lydbøger. Kan varmt anbefales, om ikke andet så udelukkende pga Dårligdommerne, Klovn podcast, Hakkedrengene og Han duo 😁 👍
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