Convincing a CEO that marketing matters (without perfect attribution data) can feel impossible. In this conversation, I asked Rand Fishkin, co-founder of SparkToro, why most attribution models mislead, what to measure instead, and how to reframe the conversation so leadership actually listens.You’ll learn:Why “proving” marketing through attribution is often a trapHow to shift from attribution to lift-based measurementThe one conversation to have before investing in brand, PR, or eventsHow competitor actions can be your secret weapon in budget discussionsPractical metrics for showing impact in long B2B sales cyclesIf your CEO only trusts Google and Facebook dashboards, this is your playbook for changing their mind.

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