{"podcast":{"title":"FP&A Unlocked","slug":"fp-a-unlocked-6854784","podcast_index_feed_id":6854784,"rss_url":"https://feeds.captivate.fm/fpa-unlocked/","website_url":"https://fpa-unlocked.captivate.fm","image_url":"https://artwork.captivate.fm/7b295ae1-78a0-444c-9348-ddb70671ccc0/IMG-1687.jpg","author":"Paul Barnhurst","episode_count":115,"summary":"FP&A Unlocked is where Paul Barnhurst, aka The FP&A Guy, discusses how FP&A can unlock your seat at the boardroom, and what it takes.","last_synced_at":null,"page_url":"https://stenobird.com/podcast/fp-a-unlocked-6854784"},"episode":{"title":"The Marketing Attribution Strategy for FP&A Teams to Take Control of Marketing ROI with Jeff Greenfield","slug":"the-marketing-attribution-strategy-for-fp-a-teams-to-take-control-of-marketing-roi-with-jeff-greenfield","published_at":"2026-03-12T11:00:00+00:00","page_url":"https://stenobird.com/podcast/fp-a-unlocked-6854784/the-marketing-attribution-strategy-for-fp-a-teams-to-take-control-of-marketing-roi-with-jeff-greenfield","show_page_url":"https://stenobird.com/podcast/fp-a-unlocked-6854784","url":"https://fpa-unlocked.captivate.fm","audio_url":"https://p.podderapp.com/4728109098/op3.dev/e/episodes.captivate.fm/episode/8ad40417-7323-4d3b-8a80-f6fc57363ca8.mp3","summary":"In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Jeff Greenfield, an entrepreneur, advisor, and founder of Provalytics, a leading attribution and measurement solution. Jeff discusses marketing attribution, the challenges marketers face in proving the impact of their campaigns, and the evolving role of FP&A in understanding marketing spend. He shares his entrepreneurial journey, from building an SEO platform to leading Provalytics in providing marketers with a single source of truth for their efforts. Jeff Greenfield is the co-founder and CEO of Provalytics, a \"cookie-less\" attribution solution that helps marketers demonstrate the value of upper-funnel channels like CTV, podcasting, and more. Before founding Provalytics, Jeff built and led multiple digital marketing companies, pioneering the use of data-driven approaches to improve marketing performance. Expect to Learn: The challenges marketers face in proving campaign ROI and how to overcome them Why FP&A professionals should understand marketing’s data models How marketers and finance teams can align on data-driven goals How to ensure marketing budgets are being spent effectively Here are a few relevant quotes from the episode: “A great FP&A relationship is when marketing can demonstrate that their efforts are working and walk away with the budget they need.” – Jeff Greenfield “It’s important to understand that marketing is not just about clicks, it’s about capturing attention.” – Jeff Greenfield Jeff Greenfield shared valuable insights on the challenges of marketing attribution and how finance teams can collaborate with marketing to ensure efficient budget allocation. He emphasized the importance of understanding marketing data and aligning on a common measurement framework for bett…","meta_description":"In this episode of FP&A Unlocked, host Paul Barnhurst is joined by Jeff Greenfield, an entrepreneur, advisor, and founder of Provalytics, a leading at…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2955,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/fp-a-unlocked-6854784/episodes/the-marketing-attribution-strategy-for-fp-a-teams-to-take-control-of-marketing-roi-with-jeff-greenfield/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/fp-a-unlocked-6854784/the-marketing-attribution-strategy-for-fp-a-teams-to-take-control-of-marketing-roi-with-jeff-greenfield.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}