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

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.

📚 What You’ll Learn

• 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
  
  

🔑 Key Highlights and Timestamps

[00:14] Intro: Why Attribution Sparks So Much Debate
[01:22] Meet Sandy Moore
[02:40] Why Attribution Hurts More in Enterprise Organizations
[03:59] Red Flag: When Revenue Stalls and You Don’t Know Why
[04:55] Which Attribution Models Work for Complex Journeys
[06:42] HubSpot Dashboards: Common Pitfalls
[08:26] Simplifying Attribution: Where to Start
[10:49] Reporting by Role: Tailoring Dashboards for Execs, Managers & Ops Teams
[13:31] AI, Privacy, and Attribution Reporting
[15:34] Is AI Actually Helpful for Attribution?
[16:58] Final Advice: What to Stop and Start Doing
[19:33] Attribution Isn't Everything: Don't Forget Brand Awareness
[20:13] Wrap-Up and How to Connect

🔗 Want to Connect?

👉 Contact SmartBug: www.smartbugmedia.com/contact-us
👉 Contact Casey: peddicord@smartbugmedia.com 
👉 Contact Sandy: smoore@smartbugmedia.com

Relevant Resources

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