If your attribution dashboard says “Direct” or “Organic” for 90% of your deals… you’re not alone. And you’re not getting the full story.In this episode, we break down why traditional attribution is failing modern SaaS founders and what you should be tracking instead if you want to scale without guessing.Here’s what we’ll cover:Why click-based attribution is brokenBuyers consume 7 to 21 touchpoints before converting, but your CRM only shows the last one. That means your reports are half-blind.What’s really driving pipeline (that you can’t see in GA)Podcast shoutoutsLinkedIn lurkingDark social referralsChatGPT promptsBrand recall from founder contentThe risk of trusting the wrong dataFounders are doubling down on SEO or ads because of vanity metrics and killing content that’s quietly building trust and pipeline.What to track insteadSelf-reported attributionBrand search liftContent-assisted conversionsTime-to-trustSales cycle velocity and referral volumeWhat the best SaaS companies are doing differentlyThey’re not tracking last-click. They’re measuring momentum and aligning marketing with the real buyer journey.This episode is for founders tired of making $20K/month decisions based on incomplete data. If you want to build a smarter funnel and see what’s actually working, this will get you there.

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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