Why Attribution Issues Can Ruin Your Relationship with Sales

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:

• The WalkMe Challenge
• The Knowledge Project - Shane Parrish
• The Moth Podcast

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

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