Measurement & Attribution

AI ROI Measurement Got Harder, Not AI Got Worse

Only 41% of marketers can show AI ROI, down from 49%. 88% of enterprise AI pilots never reach production. The bar moved, not the technology.

Excess Share of Voice Predicts Market Share — So Track It

Ehrenberg-Bass research shows 10 points of Excess Share of Voice drives ~0.6% annual B2B market share growth. Most teams don't measure it.

Making Marketing a Credible Co-Owner of NRR

Top-quartile NRR SaaS companies trade at ~24x revenue vs ~5x at the bottom. Marketing's accountability usually ends at close anyway.

A Self-Reported Attribution Architecture That Doesn't Get Gamed

67% of B2B teams still default to last-touch while self-reported data reveals 30-50% of hidden pipeline. Here's how to build it right.

Geo-Lift Testing Is the Incrementality Method B2B Actually Needs

Channel-level holdouts test one ad. Geo-lift tests a market. The difference matters when person-level tracking is gone and budgets need to defend themselves.

Brand-Demand Fusion: Measuring the Causal Link, Not Just Renaming Two Dashboards

Most teams claim brand-demand fusion. Few have built a measurement architecture that connects brand exposure to demand response. Here's what does.

Signal-Based Selling: From Intent Data Purchase to Operating Discipline

Buying intent data is a procurement decision. Signal-based selling is a measurement capability. Most B2B teams confuse the two and spend the difference.

Dark Funnel Measurement When 70% of the Buyer Journey Is Invisible

Gartner now puts most B2B buying before vendor contact. The measurable channels are not the ones that matter. Here's how to measure what you can't see.

Marketing-Sourced Pipeline Is the Wrong KPI Above $50K ACV

Above mid-market deal sizes, MSP naturally lands at 5–20% by design. Influenced pipeline and pipeline aging are the metrics that actually predict revenue.

How to Measure Brand-Building Content Without Lying to Your CFO

Content that builds mental availability produces no trackable events. Here's the measurement architecture that makes the investment defensible.

Your Attribution Platform Has No Idea the AI Funnel Exists

B2B buyers research in ChatGPT before visiting your site. Here's the measurement architecture to account for what your CRM can't see.

What Marketing Mix Modeling Actually Tells You

MMM reveals budget-level contribution across channels — but it's not attribution. Here's what B2B SaaS CMOs should and shouldn't expect from it.

What is Incrementality in Marketing?

Incrementality measures what your marketing caused, not what it coincided with. It answers the question attribution never asks: would they have converted anyway?

Why Multi-Touch Attribution Lies (And What to Use Instead)

Most attribution dashboards confidently misallocate revenue. Here's why last-touch, multi-touch, and data-driven models break in 2026 — and the replacement framework that holds up.