Attribution Hunger Games

Presentation from the 2023 CyberMarketingCon in Austin, Tx. Let's face it: it's tough out there. Marketers are being asked to do more, with less budget and fewer resources. The first budget casualty is almost always brand marketing, viewed as a luxury that can be trimmed when budgets tighten. And cutting brand investments is a terrible mistake. 

In this episode of Scaleup Marketing, I talk about the Catch-22 of Attribution, and why fighting over attribution is destroying go-to-market teams. 

On this week’s episode of Scaleup Marketing, I’m joined by Jamie Sloan, the Senior Director, Marketing Operations and Automation at InVision. Jamie talks about the evolution of marketing operations from tactical to strategic, why process is important to scale, and the one marketing tool she would keep above all others.

In this week's episode of Scaleup Marketing, I talk about why I decided to start a podcast, what I'm hoping to get out of it, and why I think everyone should start their own podcast. 

On this week’s episode of ScaleUp Marketing, I talk to René White, a Senior Advisor with the Chasm Group. René works with boards, CEO’s, and executive management teams on business challenges tied to revenue growth,  He began his career with the storied marketing consulting firm Regis McKenna, where he worked directly with Steve Jobs at Apple for more than five years. Rene and I talk about what makes great positioning and how to do positioning projects the right way. Enjoy. 

On this week's episode of Scaleup Marketing, I talk to Mike Waldrop, the Director of Presales Solution Architecture at Datastax about the relationship between sales engineers and marketing. We talk about what sales engineers really need from marketing, why marketers should be out on the front lines, and why SEs make great product marketers.

In this week's episode of Scaleup Marketing, I talk to Mercedes Chatfield-Taylor, a managing partner of Caldwell’s Private Equity and Venture Capital Executive Search Practice. Mercedes focuses on executive-level search for high-growth technology companies, with deep expertise in B2B SaaS companies. Mercedes and I talk about the role of executive search and how she identifies and qualifies marketing candidates. And we talk about the diversity problem in tech and the role executive search plays in helping solve it. 

In this week’s episode of Scaleup Marketing, I talk to Kyle York, the co-founder, CEO, and managing partner at York IE, an investment firm. Kyle and I talk about our love of New Hampshire and how his early focus on brand helped build Dyn into a $100m company that was eventually acquired by Oracle. Enjoy. 

On this week’s episode of Scaleup Marketing, I’m joined by Lynne Capozzi, the CMO of Acquia. Lynne and I talk about moving from Marketo to the Acquia Campaign Studio and the importance of “drinking your own champagne”. We also talk about how to execute a large website redesign project and why Lynne fought to rebrand the traditional sales kickoff as a “sales + marketing kickoff.

This week's guest on Scaleup Marketing is my friend and former colleague Jess Iandiorio, the CMO at Starburst Data. Jess and I worked together at Acquia, and she’s previously been at Endeca, Drift, and Mirakl.  Jess and I talk about the “She’s Not Strategic” challenge that women face when trying to move up in an organization. And we get into the importance of category creation for companies who don’t fit into an existing box.