B2B Marketing Attribution Takes More Than a CRM

Join Erin and Leah as they unpack what it really means to build ROI-focused attribution beyond the CRM.

Marketing might be driving leads, but without the right sales operations and CRM process, it’s nearly impossible to connect that activity to real revenue. In this session, we’ll dig into the difference between what you can correlate and what you can know, and explore what separates clean, actionable attribution from bad data.

We’ll walk through common failure points in the CRM and sales process, share examples, and highlight the operational habits that lead to better data and smarter decisions. If you’ve ever felt like attribution is fuzzy, or that good leads just aren’t converting, this one’s for you.

Erin is the strategist you want in your corner—creative, tech-savvy, and always three steps ahead. With nearly two decades of experience, she’s a pro at turning complex challenges into innovative strategies that drive growth. Whether it’s marketing, consulting, or navigating the digital frontier, Erin brings sharp insights and fresh ideas to every table she joins.

Leah is the partner you want on your side—personable, sharp, and always ready with the right question. With over 20 years of experience in sales, she has a proven track record of driving growth and building lasting client relationships. Whether she’s leading a strategy session, collaborating in Miro, or navigating a complex challenge, Leah brings clarity, momentum, and a deep commitment to helping teams hit their goals.