In the competitive arena of modern B2B marketing, attribution isn't just another player-it's the seasoned coach guiding your strategy. It helps you ensure you're not just scoring leads, but also maximizing the final score: the ROI.

As you play, it's crucial to remember that marketing is a team sport. GTM teams must move beyond the marketing vs. sales mentality and focus on how everyone can contribute to the win. Customizing and leveraging attribution models can help you get there; however, success depends on executing a well-coordinated play