If you couldn’t make it to the recent CTM: Growth Roundtable, you missed an insightful conversation on how modern marketers are rethinking measurement in an increasingly complex, multi-touch world. We made sure to capture the most valuable takeaways in our post-panel discussion.
Community Leader Casey Cheshire and Community Moderator Paul Jones were joined by members Al Sargent, Deborah Szajngarten, Erica Lanyon, and Kerry Pearce to reflect on the biggest challenges and opportunities in attribution today, from the impact of new digital channels and AI, to the growing importance of brand presence and trust. The discussion explored how leaders can move beyond last-click thinking, leverage AI for smarter CRM integration, and make sense of attribution in an environment where influence is rarely linear.
This wasn’t just a recap- it was a practical, forward-looking exchange on how attribution is evolving and how marketing leaders can adapt with clarity and confidence.
Key takeaways:
Attribution is becoming more complex as digital channels and customer journeys continue to expand
AI plays a growing role in improving attribution models and integrating insights across CRM systems
Measuring presence and long-term brand impact is just as important as tracking short-term conversions
In a multi-touch environment, success requires balancing data, strategy, and brand trust
Whether you’re navigating attribution challenges, exploring AI-powered measurement tools, or focusing on building durable brand presence, this session delivered actionable insights to help you lead effectively in the digital age.
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