The most influential voices in B2B marketing are declaring the attribution category dead. They're right that something is dead — they're pointing at the wrong corpse. The work isn't dead. The need isn't dead. The category isn't dead. The word is dead, and the failure of the word is causing real harm to the work underneath. This publication lays out what's broken, what's working, and what comes next. It's a living document. We update in public. Corrections welcome.
Read in any order. The manifesto is the spine; the two interactives put you on the map; the essays and references back the argument up.
We make software in this space. We're not pretending to be neutral. We're arguing — in public, with our name on it — that the category needs a real map, an honest scorecard, an honest compass, and a real trust rating. After Attribution is our first cut at it. Help us sharpen it.
A note on where we come from. We're advanced where it matters and practical where it counts. The eighty percent of the work that actually moves the needle, executed at a high level — not the twenty percent that wins conference talks. The Chevy, not the Ferrari. Built for working marketers, by people who've watched this category long enough to know which problems are real and which are theater.