On this episode, Mada Seghete, Co-Founder, CEO and Marketing at Upside, and Alex Bauer, Co-Founder, Product at Upside, share their journey of rethinking how businesses measure the true impact of their marketing and sales efforts. Drawing on years of experience in the tech industry, they provide insights into how companies can shift their focus from outdated models to more accurate and meaningful ways to track performance.

Specifically, Mada and Alex discuss:

- How marketing teams can move beyond traditional metrics to uncover hidden drivers of growth.

- The importance of understanding the distinction between attribution and credit, and why this matters for long-term success.

- Practical strategies for identifying which marketing and sales activities truly influence decision-making.

- How businesses can foster collaboration across teams by recognizing the contributions of all stakeholders.

- Why accurate attribution data is essential for proving the value of marketing and sales efforts to leadership.

Resources Mentioned:

Mada Seghete -

https://www.linkedin.com/in/madalina/

Alex Bauer -

https://www.linkedin.com/in/alexdbauer/

Upside | LinkedIn -

https://www.linkedin.com/company/upsidelabs/

Upside | Website -

https://upside.tech/

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Decoding Marketing Attribution in the AI Era with Mada Seghete and Alex Bauer

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Decoding Marketing Attribution in the AI Era with Mada Seghete and Alex Bauer