It’s 2025, and B2B marketers are still struggling to connect marketing to revenue growth.

Here’s the problem:

↳ Most attribution models are flawed

↳ Incrementality testing is seen as a “nice-to-have” (when it should be essential)

↳ We’re measuring ROAS instead of ROI (and CFOs know it)

↳ We’re avoiding “hard-to-attribute” channels altogether

We unpack it all in this week’s KlientBoost Kitchen episode. You’ll learn:

→ Why attribution alone won’t reveal what’s actually working

→ How to run holdout tests the right way (without blowing your budget)

→ How to use MMM to justify bold creative and budget decisions

→ Pro tips for improving model fit with seasonality and promo flags

Big thanks to Reese Garcia, our Head of Business Intelligence, for serving up this week's recipe 👨‍🍳

Bon appétit 🤌