Скачать или смотреть The Truth About Marketing Attribution with Josh Leatherman of Cyderes

First-touch attribution is a great starting point, but it rarely tells the whole story of how a deal is won. Josh Leatherman of Cyderes compares first-touch attribution to simply identifying "who got the person to the party". While knowing who drove the initial interest is critical, it fails to account for the complex journey that follows, especially when nurturing 30,000 target accounts across North America.

To solve this, Josh advocates for a multi-touch attribution model that is co-authored with your financial stakeholders. He emphasizes that whether you are presenting to a Private Equity group, a Board of Directors, or a CFO, you must establish a shared definition of success. Without this alignment on how different touchpoints are weighted, marketing results will always be viewed with skepticism rather than trust.

✅ The "Party" Analogy: First-touch attribution is useful for knowing who brought a prospect to the party, but it doesn't explain what made them stay or buy.

✅ Multi-Touch is Mandatory: Because marketing has a responsibility throughout the entire funnel, relying solely on a single data point ignores the majority of the work being done.

✅ Define Success Together: You must sit down with your CFO or Private Equity operating partners to agree on exactly how much weight is given to proposals, opportunity creation, and first touches.

✅ Eliminate Confusion: A "kludgy" or confusing model will never win board approval; simplicity and shared agreement are the keys to securing budget and buy-in.

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