Podcast Episode

Modern Day Marketer: To Attribute, or Not to Attribute? with Amrita Mathur of Superside 

Brett McGrath

December 9, 2022

Modern Day Marketer: To Attribute, or Not to Attribute? with Amrita Mathur of Superside 

We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.

I’m not much of a gambler, but I’ve learned to embrace taking chances in December. 

Many marketers recognize the season. We begin to slow down campaigns, content, and experiments. 

Instead we focus our time on placing big bets as we finalize our annual budgets. 

Whether we like it or not there’s a “Vegas style” of operating that enters the budget planning process for marketers who are still trying to achieve repeatable results.  

The cash we put in is likely down from last year, but the impact doesn’t have to be. 

Laying down the chips is the easy part. 

The hard part is building the business case internally to justify your allocation. 

The research, risk tolerance, and inevitable debates should be embraced. 

Rubber stamped budgets will lead to status quo results. 

More on why it’s important to avoid the status quo and how to build your business case for the new line item in your budget on an episode that we dropped earlier this week.  

Attribution intoxication. We all get caught up in it. 

It’s easy to get drunk off dashboards and seek credit for our work when times are tough. 

I’m not here to say attribution isn’t important, but it does reach a point where it can stifle productivity. This is a topic that most modern day marketers face every day and one that I wanted to unpack with someone who has a unique perspective on how we should handle it. 

To attribute or not to attribute? That is the question. Amrita Mathur is the Vice President of Marketing at Superside, a subscription design service for enterprises and scale-ups. Superside has seen tremendous growth and is on track to double their earnings this year. She says that having a startup mentality, being open to experimenting, and not obsessing over attribution has led to their success.

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