In this episode of Future of Marketing, hosts Ethan Smith and Mada Seghete sit down with Kate Johnson, CMO of Dscout, to dismantle one of marketing’s biggest myths: single-source attribution. Kate shares why chasing “what channel won” is the wrong question, how deal storytelling reveals the real drivers of pipeline, and why small, cross-functional teams can outperform larger ones when structured around outcomes, not silos. The future of marketing isn’t about replacing humans with AI. It’s about freeing them to think.
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