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The Attribution Trap:
 The Cost of Perfect Attribution
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Directive Voices: Ask Your CFO What PR Drove Last Quarter. See What Happens.

The Podcast for B2B Leaders

Tune in to the GTM Confessions podcast, where we interview top B2B leaders to uncover the strategies and secrets driving their greatest successes.

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Latest Episodes

GTM Confessions EP 04: The Marketer With No Industry | Brandi Eppolito, CMO at Moxie
Brandi Eppolito, CMO at Moxie, has gone from ecommerce to K-12 to DEI hiring to EdTech to medspas. This episode digs into whether
GTM Confessions EP 03: The CRO Who Keeps Starting Over | Matt Schatz, CRO at Hivelocity
Matt Schatz, CRO at Hivelocity, has rebuilt revenue organizations six times across Rackspace, WP Engine, Bazaarvoice, and more. This episode breaks down what
GTM Confessions EP 02: A Letter To Marketing From A CRO | Kevin Feagan, CRO at Cleverbridge
Kevin Feagan, CRO at Cleverbridge, says what most CROs won't say on camera. What marketing reports that means nothing to sales, and what
GTM Confessions EP 04: The Marketer With No Industry | Brandi Eppolito, CMO at Moxie
Brandi Eppolito, CMO at Moxie, has gone from ecommerce to K-12 to DEI hiring to EdTech to medspas. This episode digs into whether
GTM Confessions EP 03: The CRO Who Keeps Starting Over | Matt Schatz, CRO at Hivelocity
Matt Schatz, CRO at Hivelocity, has rebuilt revenue organizations six times across Rackspace, WP Engine, Bazaarvoice, and more. This episode breaks down what
GTM Confessions EP 02: A Letter To Marketing From A CRO | Kevin Feagan, CRO at Cleverbridge
Kevin Feagan, CRO at Cleverbridge, says what most CROs won't say on camera. What marketing reports that means nothing to sales, and what
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S1E1: Dinosaurs, leave-behinds, and the art of evoking jealousy.
S1E2: Applying the Liquid Death shock value to B2B marketing.
S1E3: Being singularly focused, versus being everything to everybody.
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Latest Blogs

  • Media Relations
Press Release Distribution vs. Media Outreach: How to Choose the Right Approach
Media outreach works when the story fits a reporter’s beat, audience, and...
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  • Guides, Influencer
Top 25 B2B Finance Influencers Informing Investment Decisions
B2B finance influencer expertise spans cash flow, profitability, planning, pricing, valuation, and...
  • Guides, Media Relations
The Complete Guide To Successful Media Relations For B2B
Measure media by connecting placement quality and message pull-through to search, referral,...
  • Directive Perspectives, Thought Leadership
AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
"Ultimately, if we drive visibility without strategy, those metrics are just data...
  • Uncategorized
How to Build a B2B Tech PR Strategy That Earns Buyer Trust

Key Takeaways Enterprise tech PR isn’t just a bigger media push. It...

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Directive leadership shares market insights and practical advice to guide B2B strategy and investment.
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Our Guides

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  • Media Relations
  • Webinar
Press Release Distribution vs. Media Outreach: How to Choose the Right Approach
Top 25 B2B Finance Influencers Informing Investment Decisions
The Complete Guide To Successful Media Relations For B2B
AI Visibility Tools vs. GEO Agencies: What B2B Brands Actually Need in 2027
How to Build a B2B Tech PR Strategy That Earns Buyer Trust
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The Complete Framework for a High-Impact B2B Brand Strategy

Senior B2B marketers are under pressure to prove that brand investment drives revenue, not just recognition. In this guide, B2B
The B2B Marketer’s Balancing Act: Driving Immediate Wins While Building Long-Term Market Share

You look down. It is obvious you are too high up. One slight move, one slip, and you fall and
Sour & Saas Episode 4: Annual Planning That Doesn’t Suck with Sam Kuehnle, VP of Marketing at Loxo
One way a marketer can address being asked to commit to a growth number they do not feel confident in is to present
The RevOps Best Practices Guide to Closing Your B2B Growth Gaps

RevOps is what comes about when you get tired of arguing about whose number is wrong and start fixing why
7 Data-Backed SaaS Marketing Strategies Driving Growth in 2026

Most SaaS marketing programs can’t prove they generate pipeline. They track MQLs, impressions, and email open rates while the CFO
A B2B Guide to Programmatic Video Ads That Actually Drive Pipeline

Most B2B marketers run generic video, measure completion rates, and then have that lost, blank stare when pipeline doesn’t move.
The Complete Guide to Measuring Marketing Automation Success

If you took every automation metric your team tracks and removed anything that Finance would ignore, what would be left?
What Does HubSpot Do for Marketing? A Field Tested Guide for High Growth Brands

Most HubSpot overviews read more like product demos than practical guides. What B2B teams really need is an honest version
7 Signs It’s Time to Outsource Your B2B Lead Generation

Outsourcing lead generation isn’t a strategy teams fantasize about. It’s the moment they realize the funnel is telling a different
The 2026 Blueprint for Scalable B2B SaaS Marketing

Most B2B SaaS marketers are optimizing for the wrong outcomes. They chase MQLs and demo bookings while their NRR sits
The Ultimate Guide to AI Overviews

Google AI Overviews are changing what B2B buyers see before they ever hit your site. Instead of scanning a page
How to Win C-Suite Buy-In for a Scalable Paid Media Program

B2B leaders aren’t turning away from digital advertising. They’re simply demanding more from it. Today’s executives expect paid media to
The B2B Playbook for Smarter Audience Targeting with Programmatic Ads

If you can’t tie your programmatic spend to pipeline, you’re not doing audience targeting…you’re guessing with a bigger budget. B2B
The Full Handbook for Account-Based Marketing in HubSpot

The most effective Account-Based Marketing (ABM) programs don’t sit on top of HubSpot; they grow inside it. When your ideal
The Complete Guide to B2B Omnichannel Marketing Automation

Here’s the truth: most B2B funnels don’t break because tools are bad; they break because none of them agree on
A Practical Framework for Generative Engine Optimization Success Metrics

As we have all seen in the last year, impressions and clicks no longer tell the whole story. As AI
The B2B SaaS Lead Gen Framework Trusted by Top Brands

Too often B2B SaaS companies treat the goal of lead generation as being about getting as many form fills, content
SEO Strategy Guide Built on 10+ Years of B2B Experience

After more than a decade in B2B SEO, one truth stands out: the strategies that once worked are no longer
B2B Startup Marketing Strategy for 2026: How to Drive Capital‑Efficient Growth

With growth rates currently lower than they were in 2021-2022, startups’s runway is as finite as ever. To thrive, investors
Sour & Saas Episode 3: GEO vs. SEO vs. AEO with Ben Glass-Liu, Senior Account Strategist at Directive
But SEO fundamentals is still very, very important. And doing a lot of the same SEO fundamentals that we would have recommended 5
The B2B Brand Marketing Strategy Playbook for 2026

A modern brand marketing strategy does more than generate brand awareness. It becomes a brand to demand operating model that
Top 4 B2B Lead Generation Tools to Grow Your Pipeline in 2026

Building a powerful B2B lead generation tool stack is one of the best ways of increasing revenue and accelerating pipeline
5 Innovative Marketing Automation Uses To Upgrade Your Workflow

Marketing automation has officially outgrown the “send more emails” era. In 2025, winning teams treat automation as a revenue engine,
The Modern Guide to Revenue Attribution for Unified GTM Data

Revenue attribution used to be simple in the same way map-reading used to be simple: you were never actually accurate,
Buyer’s Guides
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20 Retail and Wholesale Marketing Agencies That Turn Catalogs Into B2B Revenue
Retail and wholesale growth looks simple from the outside because a product, a price, and a place to buy already exist.
Videos
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Directive Voices: Ask Your CFO What PR Drove Last Quarter. See What Happens.
Kimberly Deese explains why PR budgets die in boardrooms and shares three frameworks for tying earned media to metrics your CFO actually tracks...without
LIVE VIRTUAL WEBINAR

The Attribution Trap:
The Cost of Perfect Attribution

  • Tuesday, November 17
    2:30pm EST

Solving tough challenges for ambitious tech businesses since 2013.

Explore Partnership
S1E1: Dinosaurs, leave-behinds, and the art of evoking jealousy.
Garrett Mehrguth has a heart-to-heart with Alina Vandenberghe, Co-founder & co-Ceo @Chili Piper, about the merits of physical gifts from vendors, and how sales and marketing should be pointing their ship sin the same direction… or sink on their own.
S1E2: Applying the Liquid Death shock value to B2B marketing.
Think you know how to best your competition? Comparison may be the exact opposite thing you should. See why when Garrett Mehrguth sits down with Anthony Kannada, Founder & CEO at AudiencePlus.
S1E3: Being singularly focused, versus being everything to everybody.
With digital covered, how do you effectively surround an account from a physical perspective and really get them to notice you? Garrett Mehrguth gets the scoop from Corinna Owens, Fractional ABM, GTM Advisor, and podcast host.