109 | From MQLs to Revenue: How to Fix Marketing and Sales Misalignment | Ryan Gunn

Ryan Gunn, Founder & Chief Education Officer of Attribution Academy, joins host Brendon Dennewill to unpack why most companies are still getting attribution wrong, and what to do about it.

They cover the real roots of sales and marketing misalignment, why chasing MQLs can work against your goals, and how to build an attribution system that drives better decisions instead of interdepartmental conflict. Ryan also shares how AI-powered call transcripts are one of the most underutilized tools in a modern RevOps stack.

If you're a founder, revenue leader, or marketing ops pro ready to build trust in your data and get your go-to-market teams aligned, this one's for you.

What You’ll Learn

• Why attribution should create clarity, not competition between teams
• The shift from vanity metrics to revenue-based thinking
• How incentives quietly shape (or sabotage) alignment
• The role leadership plays in unifying go-to-market teams
• Why simple attribution often outperforms complex models
• How AI and clean data are reshaping revenue decision-making

Resources Mentioned

• Attribution Academy
• Attribution Mastery Certification 
• Hubsessed.io 
• Partner Playbook Podcast  
• HubSpot Breeze 
• Ask Elephant 
• Fathom

Is your business ready to scale? Take the Growth Readiness Score to find out. In 5 minutes, you’ll see: 

• Benchmark data showing how you stack up to other organizations
• A clear view of your operational maturity 
• Whether your business is ready to scale (and what to do next if it’s not)

Let's Connect

• Subscribe to the RevOps Champions Newsletter
• LinkedIn
• YouTube
• Explore the show at revopschampions.com. 

Ready to unite your teams with RevOps strategies that eliminate costly silos and drive growth? Let's talk!