Meet Drew Smith
Founder, Attributa
I've spent my whole career in the gap between "we have data" and "we understand it." That gap is where Attributa lives.
Where It Started
I started out at Insight Enterprises, where I spent over ten years in B2B marketing: event coordination, corporate sports partnerships, account management, eventually running teams. It wasn't attribution work. But it taught me something I still lean on every day: marketing only matters if you can show what it drove.
I watched plenty of good campaigns get killed because nobody could connect them to revenue, and plenty of mediocre ones survive because someone told a convincing story with a chart.
Learning the Craft
That itch, the gap between activity and proof, followed me to LeadMD, where I spent six years as a marketing consultant and then engagement manager. This is where I really learned the craft of Marketo, Salesforce, and marketing operations as a discipline.
I worked with companies large and small, and the pattern was almost always the same: teams weren't short on data. They were short on trustworthy data. Duplicated touchpoints, inconsistent UTMs, reports that told three different stories depending on who pulled them. I got very, very good at finding where the wiring was crossed.
Zooming Out
From there I moved into Director of Growth, Revenue Operations at Directive, running revenue ops strategy for B2B clients, which meant zooming out from "is this dashboard right" to "does this whole system actually support the business." Different altitude, same underlying question.
Why I Founded Attributa
I founded Attributa in 2022 for a few reasons, but the biggest one was this: there was a real lack of expertise in marketing attribution outside of the software platforms themselves.
B2B teams need people who aren't incentivized to sell them one specific tool: people who can give truly unbiased guidance in this discipline. Before Attributa, attribution was something consultants dabbled in on the side of other work. Nobody built deep expertise in it as its own discipline. A handful of genuine experts were out there, but they weren't organized into anything resembling a team you could actually hire.
That's the gap I built Attributa to close: a coordinated team of people who live in this discipline full-time, with no software axe to grind.
Since then, what our clients need from us has evolved quite a bit, and we've evolved right along with them. We're no longer just an attribution consultancy. Same unbiased approach, same refusal to be anyone's reseller, just a wider aperture on the problems B2B marketing teams actually bring us now.
Attribution Nation
These days, alongside client work, I host Attribution Nation, a podcast where I talk with marketing ops practitioners about what attribution really looks like day to day: the fixes, the near-misses, the stuff nobody puts in a case study.
Watch Attribution Nation on YouTube
If there's a thread running through all of it (events, marketing ops, revenue ops, now Attributa), it's this: I don't think marketing needs more data. I think it needs clarity. That's the whole business, honestly. Get found by AI, get trusted by your CFO, and know, not guess, what's actually working.
Let's Build Something That Works
If you're ready to bring clarity, structure, and confidence to your marketing operations, we should talk.
Schedule a Consultation