Being Led Astray: First- and Last-Touch Attribution

Being Led Astray: First- and Last-Touch Attribution

Learn from Bill Macaitis, Founder & CEO at SaaS CMO Pro, about how B2B marketers are spending their money and crafting their strategies.

Ian Faison
Ian Faison
No items found.
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Bill Macaitis, Founder & CEO, SaaS CMO Pro, where he shares growth strategies for SaaS and AI companies. His past roles include CMO positions at Slack and Zendesk, and SVP of Marketing at Salesforce. 

Bill joins the podcast to discuss findings from a recent survey of over 300 B2B marketers that gives insights into marketing strategies and budgets. He shares what they learned about marketing versus sales budgets, the most common attribution model, and more. 

Key Takeaways:

  • Companies that are growing the fastest, invest the most in marketing. While cause and effect of that correlation is unclear, it’s an interesting finding. 
  • Pipeline generation was one of the most tracked metrics for CMOs, which is a nice move away from only looking at MQLs or leads. Unfortunately, awareness was rarely tracked, making it hard for marketing teams to invest in long-term initiatives. 
  • A lot of companies, 65 percent, continue to use first or last touch attribution models.

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Being Led Astray: First- and Last-Touch Attribution

Learn from Bill Macaitis, Founder & CEO at SaaS CMO Pro, about how B2B marketers are spending their money and crafting their strategies.

Ian Faison
Ian Faison
No items found.
Being Led Astray: First- and Last-Touch Attribution
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Bill Macaitis, Founder & CEO, SaaS CMO Pro, where he shares growth strategies for SaaS and AI companies. His past roles include CMO positions at Slack and Zendesk, and SVP of Marketing at Salesforce. 

Bill joins the podcast to discuss findings from a recent survey of over 300 B2B marketers that gives insights into marketing strategies and budgets. He shares what they learned about marketing versus sales budgets, the most common attribution model, and more. 

Key Takeaways:

  • Companies that are growing the fastest, invest the most in marketing. While cause and effect of that correlation is unclear, it’s an interesting finding. 
  • Pipeline generation was one of the most tracked metrics for CMOs, which is a nice move away from only looking at MQLs or leads. Unfortunately, awareness was rarely tracked, making it hard for marketing teams to invest in long-term initiatives. 
  • A lot of companies, 65 percent, continue to use first or last touch attribution models.

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

Being Led Astray: First- and Last-Touch Attribution

Learn from Bill Macaitis, Founder & CEO at SaaS CMO Pro, about how B2B marketers are spending their money and crafting their strategies.

Ian Faison
Ian Faison
No items found.
Being Led Astray: First- and Last-Touch Attribution
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Bill Macaitis, Founder & CEO, SaaS CMO Pro, where he shares growth strategies for SaaS and AI companies. His past roles include CMO positions at Slack and Zendesk, and SVP of Marketing at Salesforce. 

Bill joins the podcast to discuss findings from a recent survey of over 300 B2B marketers that gives insights into marketing strategies and budgets. He shares what they learned about marketing versus sales budgets, the most common attribution model, and more. 

Key Takeaways:

  • Companies that are growing the fastest, invest the most in marketing. While cause and effect of that correlation is unclear, it’s an interesting finding. 
  • Pipeline generation was one of the most tracked metrics for CMOs, which is a nice move away from only looking at MQLs or leads. Unfortunately, awareness was rarely tracked, making it hard for marketing teams to invest in long-term initiatives. 
  • A lot of companies, 65 percent, continue to use first or last touch attribution models.

Related content

Stay up to date with weekly drops of fresh B2B marketing and sales content.

By registering, you agree that Qualified may process your personal data for events and marketing as set forth in our Privacy Policy
Thank you for subscribing. You’ll start receiving updates for Qualified+ shortly.
Oops! Something went wrong while submitting the form.

Being Led Astray: First- and Last-Touch Attribution

Learn from Bill Macaitis, Founder & CEO at SaaS CMO Pro, about how B2B marketers are spending their money and crafting their strategies.

Being Led Astray: First- and Last-Touch Attribution
Ian Faison
Ian Faison
|
April 22, 2025
|
X
min read
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link
Apple Podcast LinkGoogle Podcast LinkSpotify Podcast Link

This episode features an interview with Bill Macaitis, Founder & CEO, SaaS CMO Pro, where he shares growth strategies for SaaS and AI companies. His past roles include CMO positions at Slack and Zendesk, and SVP of Marketing at Salesforce. 

Bill joins the podcast to discuss findings from a recent survey of over 300 B2B marketers that gives insights into marketing strategies and budgets. He shares what they learned about marketing versus sales budgets, the most common attribution model, and more. 

Key Takeaways:

  • Companies that are growing the fastest, invest the most in marketing. While cause and effect of that correlation is unclear, it’s an interesting finding. 
  • Pipeline generation was one of the most tracked metrics for CMOs, which is a nice move away from only looking at MQLs or leads. Unfortunately, awareness was rarely tracked, making it hard for marketing teams to invest in long-term initiatives. 
  • A lot of companies, 65 percent, continue to use first or last touch attribution models.
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