I've been in more attribution conversations than I can count. Some start with curiosity: "Why isn't LinkedIn showing up in our reports?" Others begin with panic: "Our paid search budget doubled and we're showing fewer sourced opps." And more often than not, it comes back to Marketo Measure (formerly Bizible).

We implement these tools with the best of intentions, clean dashboards, clear ROI, and a predictable pipeline. But unless the foundation is rock solid, Marketo Measure can start to feel like a black box. One that's spitting out inconsistent data, half-filled reports, or worse-data that contradicts what your teams know is happening in the market.

And after leading dozens of Marketo Measure implementations, cleanups, and executive readouts, I can tell you this: attribution accuracy doesn't come from working harder. It comes from working smarter and putting strong operational guardrails in place before the numbers even appear on your dashboard.