At some point in almost every conversation with a new client, someone says a version of the same thing.

It might be “we’re getting leads but they’re the wrong ones.” Or “we’ve tried three agencies and nothing stuck.” Or the one I hear most often: “honestly, we can’t really tell what’s working.”

These aren’t random complaints. They’re the same three problems, showing up in different clothes. And if you’re a B2B marketer at a company with a complex product and a small team, at least one of them probably lives in your inbox right now.

1. You can’t tell if any of it is working

This is the one that keeps marketing leaders up at night – and the one that’s hardest to explain to anyone who doesn’t live in it.

B2B attribution is structurally broken for most companies. Your deals take months. Your buying committee has six people.…