Welcome to Do This Not That, the podcast from marketers.

We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.

We also keep it short, like this intro. Let's check it out.

We are back for Do This, Not That, and I'm excited because I have an incredible guest here, and we're going to be talking about attribution, why I think it's garbage, why she says it's not.

And she's a big deal. So who's here?

We got Laura Boiseman here.

Now, Laura has possibly one of the wildest roles on the planet.

Why?

She is at Call Rail. And if you don't know call rail,

first of all, they have 220,000 customers. And you might say, oh, they do phone call stuff.

No, they're all about trying to figure out if all this marketing stuff that you're doing

is actually converting the attribution. They're not just looking at the calls that are coming in.

They're looking at your forms, looking at everything. They're an incredible company helping hundreds of thousands of

businesses. But Laura's got the job of being chief marketing officer and chief revenue officer.

Would you like to own both pipeline and revenue? That would make me throw up, but she does it.

And she has incredible experience over the last 15 years being at place like Dell and BlackBod. She is like one of the leaders in the go-to-market space for all these product-led growth companies. I mean, over $100 million in revenue driving all of this stuff. It's her fault. We're going to talk about attribution. Laura, welcome to the show. Thanks for having me, Jay. Glad to be here. All right. Here it is. We're going to jump right into it because you and I are going to like punch each other during the screen or however that works. But here it goes. I often go out there and I feel like I'm about to be told why I'm wrong. And I say attribution is garbage. We can't measure this stuff. Give up, throw in the towel. It's not possible. Are you on team attribution is garbage or what team are you on? Yeah, I'm going to tell you the truth, Jay. I think things like attribution is garbage, attribution is dead. I think they're clickbait. I think they're clickbait to get marketers to come in and take a look and watch the podcast.

I would say at the end of the day, if you are a marketer, you are always going to have to be able to show how the marketing investments that you are given, that you are trusted with, are driving revenue for the business.

If you cannot demonstrate that, you are probably with, are driving revenue for the business.

If you cannot demonstrate that,

you are probably not going to continue

to have your job for very long,

unless if you're independently wealthy,

...