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.