Most B2B marketing teams struggle with attribution because they’re measuring the wrong things. When marketing celebrates lead volume while sales misses targets, something’s broken. This session reveals the four stages of attribution maturity and how to implement them successfully.You’ll learn why first-touch and last-touch models miss the mark, how to build custom attribution that reflects your buyer journey, and when to let AI handle the complexity. We’ll cover real examples of companies that fixed their attribution models, including how one firm discovered they were over-crediting email by 50% and what they did about it.The session includes practical steps for data collection, touchpoint definition, and model validation. You’ll walk away knowing which attribution approach fits your business stage and how to avoid common pitfalls.