Attribution has always been a battleground between sales and marketing teams, but with today's complex buyer journeys, the problem is worse than ever. Traditional attribution models promise clarity but fail to capture the messy reality of how buyers actually make decisions, leading to finger-pointing, misaligned goals, and wasted budgets.

In this episode, Dan and Josh dive into why attribution wars persist, explore the fundamental flaws in current attribution approaches, and share practical alternatives like self-reported attribution and AI-powered analysis. They reveal how to end the attribution politics by aligning teams around shared goals, unified systems, and what executives actually care about: revenue efficiency.

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