[.c-title-s-rich]What will I learn?[.c-title-s-rich]

B2B marketers are often asked to ‘prove what drove revenue,’ even when revenue is the result of dozens of intertwined touchpoints. With long sales cycles, multiple stakeholders, blended channels, and countless touchpoints between first click and closed-won, attribution can quickly turn into a lose-lose—ignored entirely or overbuilt into a reporting machine that generates endless dashboards…and almost no decisions.

Join Right Side Up and Domestique as we break down the practical strategies high-performing B2B teams are using right now to implement attribution frameworks that are credible, actionable, and built for real buying motions. You’ll walk away with a clear methodology for turning attribution from a reporting exercise into a decision-making advantage.

You’ll learn:

• A simple way to define what attribution should (and shouldn’t) answer in B2B
• A practical method for selecting models and metrics that match your actual buying journey
• How to catch (and correct) measurement mistakes like over-reporting and under-tracking
• How to build a framework you can maintain, operationalize, and use to guide decisions
• Real-world attribution approaches that hold up in practice
• Where AI can add value—and where it can lead you astray

Plus, we’ll leave time at the end for Q&A. See you there!