Two different tools, answering two different questions. Last updated September 2026 Attribution and MMM aren’t competing for the same job. Attribution is a detailed record of interactions that were recorded in your CRM. MMM is a statistical model that estimates likely relationships between marketing activity and revenue, giving you directions to test. This matters...
1. Why Teams Hesitate to Add MMM When B2B marketers first hear about Media Mix Modeling (MMM), the initial reaction is sometimes confusion around the need for “another” model. They get the concept of a statistical model that helps you see which marketing investments truly drive pipeline and revenue. But they can’t help wondering:...
1. The Weather Forecast Lesson When the weather forecast says there’s a 70% chance of rain, no one writes a think piece about how “meteorology is flawed.” We don’t expect perfection from it. We expect direction. We know the model is probabilistic, not prophetic. It’s based on the best data available, meant to help...
1. Why the Team Matters More Than the Model AI, Media Mix Modeling (MMM), and data science won’t transform a marketing organization on their own. People will. Even the best Probabilistic CMO will fail if their team still operates with deterministic habits: chasing static ROI reports, forecasting single numbers, and explaining last quarter’s results...
1. The Era of Certainty Is Ending For the last two decades, B2B CMOs have been rewarded for looking certain. Certainty meant having the ROI slide ready, the attribution model dialed in, and a forecast that hit a single number. The job wasn’t just to lead marketing. It was to project precision. Every quarter,...
1. The Future Everyone Sees Coming We’re heading toward a world where CMOs won’t log into dashboards. They’ll ask questions. In the not-too-distant future (some might say some of this is possible now, but it doesn’t seem to work great yet), marketing leaders will have an AI assistant connected to their data warehouse, ready...
In our last article discussion, someone asked me a great question: “If you were sitting in a marketer’s shoes right now, what steps would you take to get yourself and your org ready for ?” It’s a fair question. Everyone sees the pressure building. CFOs are...
1. The AI Hype vs. the Real Pressure Scroll through LinkedIn and you’ll see endless hype about AI tools that write copy, create images, or personalize emails. Those are interesting, but they’re not the only story. The real pressure AI is putting on marketing leaders is in speed. Executives are starting to expect answers...
The QBR Scene We All Know Too Well The QBR room is tense. Marketing presents slides showing they hit 110% of their MQL and pipeline-sourced targets. Partners add their contribution. But then Sales follows showing they missed the overall pipeline and closed-won number. Technically, marketing and partner “did their job.” But the business missed....
1. The Measurement Models Most B2B Teams Know Most B2B marketers have been trained on attribution models and funnel frameworks like the SiriusDecisions waterfall. These models were built to track lead progression through predefined stages and assign credit for conversions. Over time, they’ve been helpful for showing basic conversion rates and highlighting which campaigns...
