Why we need to ditch the ‘single source of truth’ for leads in B2B Marketing.

Your CRM says 40 leads. Your Ads say 50. Who’s lying?

Is it both of them? Is it neither?

In this episode, Louis and Maelien unpack why B2B attribution rarely adds up - and why chasing a “single source of truth” can lead you astray.

They unpack the difference between direct vs influenced conversions, how CRM and ad platforms measure success differently, and why contribution trumps attribution. Perfect attribution doesn’t exist - but this mindset shift might be the next best thing.

Your cost per lead hasn’t exploded - your tracking’s just broken.

Google’s Consent Mode V2 could be hiding up to 80% of your conversions.

In this episode, Louis and Maelien break down

1. How it works
2. Why your conversion data has vanished
3. What to do about it.

You’ll learn how to...

• Improve cookie opt-in rates
• Fix common Tag Manager mistakes
• Calculate your true tracking discrepancies

They also share a five-step framework to align your board and reduce panic if and when your reported CPA spikes.

Stop undercounting leads and start regaining visibility where it matters most.

B2B sales cycles are messy. eComm checkout funnels are clean. Why? This episode unpacks how conversion clarity in eCommerce drives results (and what B2B marketers can steal from this). Louis and Maelien break down the structural differences between eComm and B2B sales-funnels, exposing where complexity creeps in and how to simplify for performance. You’ll learn how to identify bottlenecks, reduce noise, and move faster with cleaner funnel logic - without oversimplifying the B2B buyer journey.