Most companies can tell you exactly what they spent to get a prospect into a conversation. The ads, the events, the SDR hours, the outreach sequences. That number is tracked, reported, and defended in every budget review. Ask those same companies what they spent to keep that prospect moving toward a decision over the following…
Having worked across both B2C and B2B, the difference in how each world thinks about attribution is stark. In B2C, the infrastructure is mature. The feedback loop is tight, the buyer is one person, and the tools were built specifically for that journey. You could measure, test, and optimise with reasonable confidence that what you…
There’s a specific kind of frustration that doesn’t have a name yet. It’s the feeling a CEO gets when they lose a deal to a competitor they know, with certainty, they would have outperformed. The work would have been better. The team was more experienced. The outcome would have been stronger. They lost anyway. Not…