Ryan Gunn, Founder and Chief Education Officer of Attribution Academy and co-host of the Partner Playbook podcast, joins host Brendon Dennewill to unpack why most companies are still getting attribution wrong, and what to do about it. With over a decade in B2B marketing and revenue operations, Ryan brings a hard-won perspective on what it actually takes to connect marketing activity to real revenue outcomes.
The conversation covers the cultural and structural roots of sales and marketing misalignment, why chasing MQLs can work against company goals, and how to build an attribution system that informs decision-making rather than sparking interdepartmental turf wars. Ryan also shares how AI-powered call transcripts are becoming one of the most underutilized tools in a modern RevOps stack.
Whether you're a founder, revenue leader, or marketing ops professional, this episode delivers a practical roadmap for building trust in your data and finally getting your go-to-market teams pulling in the same direction.
What You’ll Learn
- Why attribution should create clarity, not competition between teams
- The shift from vanity metrics to revenue-based thinking
- How incentives quietly shape (or sabotage) alignment
- The role leadership plays in unifying go-to-market teams
- Why simple attribution often outperforms complex models
- How AI and clean data are reshaping revenue decision-making
- Attribution Academy
- Attribution Mastery Certification
- Hubsessed.io
- Partner Playbook Podcast
- HubSpot Breeze
- Ask Elephant
- Fathom
- HubSpot
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About the Guest
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Ryan Gunn | Founder & Chief Education Officer at Attribution Academy
Ryan Gunn is the Founder & Chief Education Officer of Attribution Academy, a learning platform helping HubSpot marketers prove their impact on revenue. With over a decade leading marketing and revenue operations at high-growth B2B companies and HubSpot Elite partners, Ryan has helped teams scale from $3M to $10M, close massive attribution gaps, and build go-to-market systems that actually connect activity to dollars. He's also a HubSpot Academy Bootcamp Instructor, co-host of the Partner Playbook podcast, and moderator of the 15,000+ member r/HubSpot community. His Attribution Mastery Certification has enrolled over 200 students, and his weekly newsletter reaches 4,000+ subscribers. Ryan believes most companies are measuring the wrong things, and he's on a mission to change that, one HubSpot marketer at a time. |
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