Wednesday Wisdom: Introducing...Lies My Marketing Experience Told Me (video series)

saraboostani

Hi everyone,

@Kerry hasn’t just been turning out the 🔥 written content — he’s also been busy on the mic 🎤. Our Head of Research has a new video series: Lies My Marketing Experience Told Me.

Each episode features B2B go-to-market leaders sharing “truths” they once believed—but don’t anymore—and the perspectives that changed the way they think about go-to-market.

Kerry kicks off the series with longtime friend and Inverta co-founder, Kathy Macchi.

Her “lie”? That marketing attribution models (first-touch, last-touch, multi-touch) are accurate, actionable, and useful. Spoiler: they’re not.

In this conversation, Kathy brings decades of experience and honesty to topics like:

• Why attribution is gamed, inaccurate, and counterproductive
• How channel-level metrics distort investment and reinforce silos
• Why 30- or 90-day attribution windows miss the mark
• What better measurement frameworks look like in practice

Highly recommend 😌 watch here!