marketing attribution

AI efficiency

Apr 30, 2026

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5 min read

Brand Is Where Marketing Hides the Spending It Can't Justify

That's the boardroom skepticism. The irony is that most of the marketing dashboard built for itself was designed to make this exact accusation impossible to defeat.

Deepinder Singh Dhingra

Enterprise Sale

A Deal Took 5 Years to Close, But The Attribution Model Credited a Blog Post.

Apr 23, 2026

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4 min read

A Deal Took 5 Years to Close, But The Attribution Model Credited a Blog Post.

In B2B pipeline generation is up by 23% but the win rates are down at 18%. While everyone blames their attribution model, the thing is that they were never built their models for the most important deals.

Deepinder Singh Dhingra

AI efficiency

She Had the Data. She Hid It On Purpose.

Apr 2, 2026

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9 min read

She Had the Data. She Hid It On Purpose.

One of our smartest customers deliberately hid her own data, which changed how her team allocated budget but chose to do so anyway. What she understood about data readiness is the same thing Billy Beane figured out about baseball scouts twenty years ago.

Deepinder Singh Dhingra

AI efficiency

A CMO had $2M in their pipeline, but nobody could see it.

Mar 26, 2026

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12 min read

A CMO had $2M in their pipeline, but nobody could see it.

The story of how a CMO and her team discovered $2 million in their pipeline, which was hidden in plain sight. This was not new pipeline, but the data already hidden in multiple un-connected sources.

Deepinder Singh Dhingra

marketing attribution

Brand Is Where Marketing Hides the Spending It Can't Justify

A Deal Took 5 Years to Close, But The Attribution Model Credited a Blog Post.

She Had the Data. She Hid It On Purpose.

A CMO had $2M in their pipeline, but nobody could see it.

The Moneyball CMO