Brandweek 2026: Can Too Much Attribution Make Marketing Worse? ft. Amanda Teder
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, and why demand generation is only the opening move in a high-consideration category.
She also discusses why some purchase journeys need nurturing for months or even years.
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Why Generac treats marketing as a connected operating system
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Why high-consideration categories cannot stop at demand generation
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Why email still matters when a purchase cycle can last months or years
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How Amanda applies lessons from P&G across very different categories
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Why B2B and B2C marketing share more strategic DNA than most people assume
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Why strategy should come before deciding what AI should automate
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How attribution can push teams too far down the funnel
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Why Amanda’s “builder” mindset shapes the roles and brands she chooses
This episode is part of a special vidcast series that was recorded live during Brandweek 2026 and presented in partnership with Tatari.
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 journey.
[07:41] Lead Generation Isn’t Your Finish Line – Amanda argues that demand generation is not enough for a considered purchase. Generac’s model follows the customer through awareness, nurture, sales support and post-purchase experience. The aim is to build a system that can turn that interest into revenue across the entire journey.
[10:05] Great CMOs Know What Kind of Marketer They Are – Amanda describes herself as a builder. She likes entering a business, identifying the critical growth levers and putting the systems in place to make those levers work repeatedly. That self-awareness matters more to her than chasing a brand because it happens to look exciting from the outside; the opportunity is in what you can build.
