Why Attribution Issues Can Ruin Your Relationship with Sales

E152
43:28
January 11th 2023

Shahin chats with Debra Sutton, Regional Vice President of Marketing for Asia Pacific at WalkMe, about how B2B marketers should change their view when it comes to attribution and approach it in a way that will strengthen their position in the organisation and help them build a stronger relationship with the sales team.

Debra is an innovative and creative senior marketing executive with 20 years of experience and a proven track record of achievement with leading technology brands; Adobe, HP, Oracle, ServiceNow and currently WalkMe.

She has won multiple "MVP" awards and was a finalist in the ARN - Channel News Innovation Awards (Marketing Excellence Vendor category) for her WalkMe™ Challenge campaign which has since gone global.

The episode covers:

How to implement humanisation in campaigns
How to build a relationship with sales
What role attribution plays in relationship building
Debra's "C words" to maintaining relationships

Resources mentioned in this episode:

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth

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APAC's B2B Growth Podcast

APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.

Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.

Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.

We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.

If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.

Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.

The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.

With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships.

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