In the fast-paced world of B2B marketing, your campaigns may appear sleek and enticing, but the ultimate question remains: Will they drive meaningful results? To unlock your organization's full potential, it's essential to align your strategies with the right audiences. To power your strategy, your attribution model needs to be a fine-tuned engine that delivers clean, actionable, and reliable data. As CaliberMind's Head of Insights, I'm here to steer you through the diverse terrain of attribution models and shed light on when B2B companies typically venture into customization. Moreover, we'll delve into the steps to take if the intricate components of your model threaten to unravel, potentially leaving you with a heap of unreliable insights.