This episode is brought to you by B2B Better. Ross helps businesses prove that their marketing is driving revenue — and that's exactly the problem we help B2B service businesses solve with video-first podcasts. We build content systems that don't just generate attention, they generate pipeline your sales team can actually point to. Visit b2bbetter.com to see how we do it differently.

Your thought leadership campaign is running. People are watching, listening, and engaging — but when your CFO asks if it's actually driving revenue, you've got nothing to say. In this episode of Pipe Dream, host Jason Bradwell sits down with Ross Breckenridge, Managing Director of Breckenridge and HubSpot Platinum Partner, to tackle the attribution problem that almost every B2B marketing team has but nobody wants to admit.

Ross's core point is clear: this isn't a marketing problem. It's a business problem. Until your marketing, sales, and customer success teams are operating from a single unified strategy and a single tech stack, you'll never get the visibility you need.

The conversation starts where Ross always starts with clients: customer journey mapping. Before you touch an attribution model, you need to understand where each content asset sits in the buying process — lead gen, nurture, sales enablement, or renewals. Most companies skip this step and end up measuring the wrong things entirely.

From there, Ross unpacks the dark funnel and explains why the HubSpot Campaigns tool is the home of the marketer's attribution reporting. Bundle your content assets into one campaign, track who was created as a new contact and who was simply influenced along the way, and map that all the way through to closed-won revenue — including renewals that happen two years after someone first engaged.

But none of it works if sales is living in a different system. The connection between content and revenue only becomes visible when marketing, sales, and customer success are using the same tools and held to the same SLAs. One client found that leaving a lead for more than 48 hours dropped their conversation rate from 70% to 20%. That kind of clarity only exists when everyone is looking at the same data.

If you're tired of defending your content budget with correlation and vibes, this episode gives you the framework to fix it for good.

Chapter Markers

00:00 - Introduction: Ross Breckenridge and Breckenridge Agency

02:00 - HubSpot onboarding, integrations, and the RevOps focus

04:00 - Is attribution a tools problem, a strategy problem, or the wrong metrics?

05:00 - Customer journey mapping as the foundation of all attribution

06:00 - Picking one attribution model and staying consistent

08:00 - The dark funnel: what it is and how HubSpot brings it to light

10:00 - Content-sourced vs content-influenced pipeline: the key difference

11:00 - The HubSpot Campaigns tool as the marketer's attribution home

13:00 - Connecting content consumption to leads, deals, and closed revenue

15:00 - Why attribution is a business problem, not a marketing problem

16:00 - Building the business case to get sales and CS on the same page

17:00 - SLAs, shared accountability, and the 48-hour lead follow-up rule

19:00 - Working in silos vs being more than the sum of your parts

21:00 - AI, buyer research, and why being genuinely helpful never changes

23:00 - Where to find Ross and learn more about Breckenridge

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Ross Breckenridge on LinkedIn

Visit Breckenridge — HubSpot Platinum Partner and RevOps specialists

Email Ross directly at ross@breckenridgeagency.com

Explore the HubSpot Campaigns tool for attribution reporting

Explore B2B Better website and the Pipe Dream podcast