S9E2 - How AI is Revolutionizing Attribution for Modern GTM Teams ft. Deepinder Dhingra, RevSure

SaaS Sessions

In this episode, we dive into the evolving landscape of B2B SaaS attribution with Deepinder Dhingra, Founder and CEO of RevSure.ai. DD shares insights from his 20+ years in enterprise software, analytics, and AI, unpacking how SaaS companies can harness AI-driven attribution to improve GTM strategies. He explores the challenges of attribution complexity, the role of AI in unifying data, and actionable frameworks for building an effective attribution model. DD also shares his thoughts on the future of AI in SaaS and key misconceptions about being a founder in this space.
Key Takeaways:
1. The Evolution of Attribution in SaaS
- Past GTM motions: Outbound, focused on sales-driven efforts.
- Present complexity: Consumerization of GTM with multiple teams (marketing, SDR, BDR, sales).
- Challenge: Fragmented data across tools requires a robust attribution strategy.
2. AI’s Role in Attribution
- Data Harmonization: AI connects data from CRMs, marketing automation, ABM tools, and offline channels.
- Revenue Graphs: Building linkages across touchpoints like leads, campaigns, and opportunities.
- Predictive Insights: Real-time data analysis to optimize spend and strategy.
3. Common GTM Team Pitfalls
- Misaligned Goals: Teams focus on “who gets the credit” rather than actionable insights.
- Lack of Full-Funnel Thinking: Insights should span marketing, SDR, and sales efforts.
- Overreliance on Rules-Based Models: Shift to data-driven, machine learning approaches like marketing mix models and incrementality testing.
4. Building an AI-Powered Attribution Framework
- Collaborative Effort: Align marketing, sales, and ops under a shared vision.
- Tech Stack Audit: Ensure compatibility with your GTM motion.
- Real-Time Monitoring: Use leading and predictive indicators to measure success.
Lightning Round Insights:
1. Fun Fact About DD: He’s a skilled pickleball player!
2. Challenge to Solve in Indian SaaS: Optimizing cross-border GTM motions.
3. Misconception About Founders: It’s not all fun; founders take the brunt of market brutality and drive teams for competitive speed.
About RevSure.ai:
RevSure.ai is revolutionizing attribution for B2B SaaS companies by leveraging AI to unify data, provide actionable insights, and optimize GTM strategies. Their AI-powered attribution models address the complexities of modern SaaS motions and enable teams to act with precision.
Connect with DD:
LinkedIn - https://www.linkedin.com/in/deepinder-singh-dhingra-66bb54/
RevSure - https://www.revsure.ai/
Chapters:
01:05 - Intro & DD’s Journey in SaaS
02:05 - Evolution of Attribution in SaaS
07:27 - Complexity in GTM Motions and Data Fragmentation
12:10 - AI’s Role in Attribution
15:10 - Common GTM Team Pitfalls
19:02 - Building an AI-Powered Attribution Framework
23:26 - KPIs for Attribution Success
27:42 - Future of AI in Attribution
30:17 - Balancing AI with Human Oversight
32:22 - Lightning Round
36:42 - Closing Thoughts
#b2bsaas #b2b #attribution #marketing #saas

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