Ep 2 Bonus Content - Partner Impact & Attribution

Attribution is the thing partner teams always ask for, and often the wrong thing to chase. In this bonus clip from Spur Conversations, host Kate Caday asks Jay McBain (Omdia) and Bob Moore (Crossbeam) for their philosophy on partner impact and attribution, and both push back on the way most teams frame the question.

Bob's take: Crossbeam spent its early years over-indexing on attribution models that helped partner teams justify their existence internally, only to watch those metrics land flat in the boardroom. The breakthrough came from kicking attribution to the curb and instead building tools that let sales teams act on partner data, creating a shared language between the two.

Jay's take: the last 18 months have been an inflection point. With 96% of a $6 trillion tech industry surrounded or influenced by partners, attribution is no longer about first touch and which ebook a buyer read. It's about quantifying each of the 28 buying moments in the terms leadership actually cares about: lower cost to acquire, bigger deals won faster, higher renewal and enrichment rates. The plot twist is that nearly all of it turns out to be partner driven.