Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.

Your CRM says 40 leads. Your Ads say 50. Who’s lying?

Is it both of them? Is it neither?

In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.

They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and why contribution trumps attribution. Perfect attribution doesn’t exist - but this mindset shift might be the next best thing.