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When it comes to marketing attribution, we often focus on point-in-time metrics—those tied to specific models like WU, full path, or custom frameworks. 

These models can help us allocate revenue to certain activities, like webinars or campaigns, but there's a catch: 👉 They're short-term snapshots.

What happens when the webinar you’re measuring isn’t repeated year after year? Or when your campaigns shift focus? These fluctuations make forecasting—something every leader cares deeply about—an enormous challenge.

In this episode of Call it RevOps with Raja Walia and Kelsey White, we look into how true, long-term growth and scalability efforts demand more!