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Connecting the Dots: Why Attribution Is the Backbone of RevOps Success

Doug Topken

Organizations juggle data from marketing, sales, and customer success, but without accurate attribution, they’re flying blind. That’s where AI-powered analytics and real-time data step in—turning attribution from a guessing game into a strategic advantage.

In this episode of Go to Market with Dr. Amy Cook, Doug Topken, Head of Global CRM and Customer Data at Ingredion Incorporated, shares how attribution connects the dots across RevOps, transforming collaboration, refining forecasting, and proving marketing’s real impact on revenue.

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FULLCAST

Fullcast was built for RevOps leaders by RevOps leaders with a goal of bringing together all of the moving pieces of our clients’ sales go-to-market strategies and automating their execution.