Brandweek 2026: Can Too Much Attribution Make Marketing Worse? ft. Amanda Teder

About this episode

Attribution’s a tricky thing. It can help marketers make better decisions while simultaneously making their strategy worse. Live from the Marketing Vanguard stage at Brandweek 2026, Jenny Rooney sits down with Amanda Teder, CMO of Generac, to unpack what happens when marketing gets too focused on what is easiest to measure. Amanda breaks down the full-funnel operating model she has built at Generac, why demand generation is only the opening move in a high-consideration category and why some purchase journeys need nurturing for months or even years. Amanda Teder is Chief Marketing Officer at Generac, an energy solutions company serving both residential and industrial customers. Before joining Generac, Amanda spent roughly 20 years at Procter & Gamble, where she worked across brands including Oral-B and Febreze, before moving to Michelin. Across those very different categories, one theme has stayed consistent: understand what actually drives the business, then build the systems that can turn customer insight into repeatable growth. And, at Generac, that has meant connecting demand generation, nurture, sales enablement and post-purchase support into a more complete customer