Attribution remains one of the most complex and often contentious challenges in partner marketing. In this episode of The Voice of Partner Marketing, Lucy Mangas (Hitachi Digital), Annie Martin (Microsoft), Theresa Vu (Datadog), and Melissa Monck (Avalara) come together to unpack how modern marketing teams are redefining success in ecosystems where influence is shared and visibility is limited. From navigating incomplete data to aligning internal stakeholders, the panel will explore how organizations can better understand impact across partner-driven efforts. The conversation will also examine how AI is reshaping attribution models, offering new opportunities to connect the dots while raising new questions about trust, transparency, and strategy.
Discussion Highlights:
- The real-world challenges of attributing pipeline and revenue in partner ecosystems and why traditional models fall short
- Expanding the definition of success beyond metrics, including influence, engagement, and long-term partner value
- The evolving role of AI in attribution: improving visibility, automating insights, and redefining how marketers measure impact
