The Enterprise Attribution Problem: What’s Working, What’s Not, and What to Do About It

Welcome back to SmartBug on Tap, where we dig into smarter, more scalable HubSpot strategy for marketing, sales, and RevOps teams. In this episode, Casey Peddicord sits down with Sandy Moore, SmartBug’s Senior Director of Account Strategy, to unpack one of the most complex—and misunderstood—topics in enterprise marketing: attribution. Whether you’re battling siloed data, long sales cycles, or disconnected touchpoints, attribution reporting can feel impossible to get right. But it can work—and Sandy’s here to show you how. From model selection to executive dashboards to AI’s evolving impact on reporting, this is a must-listen for anyone working in enterprise RevOps or marketing operations. 🔍 We cover: Why attribution is so painful for enterprise orgs Which attribution models actually work in complex buying cycles How to simplify your reporting (without dumbing it down) The real impact of privacy changes and AI on multi-touch tracking Why “perfect attribution” doesn’t exist—and what to focus on instead 🔗 Connect with Sandy on LinkedIn: https://www.linkedin.com/in/sandragallucci/ 📩 Questions for the show? Reach out to Casey at cpeddicord@smartbugmedia.com