What's the best way to measure and prove marketing ROI to executives?

You need a multi-touch attribution model connected to your CRM. Without it, you're guessing. I built the attribution infrastructure for a B2B SaaS company that grew from $5M to $50M ARR using a CDP connected to Salesforce with real-time dashboards. The key is to show not just last-touch attribution but assisted conversions and pipeline influence. Start by mapping your customer journey, identify every touchpoint, and assign weighted credit based on influence, not just proximity to conversion. This also helps optimize budget allocation across channels.