Generac CMO Amanda Teder Discusses Marketing Attribution At Brandweek

Amanda Teder, Chief Marketing Officer at Generac, an energy solutions company, recently spoke at Brandweek 2026 about the importance of a full-funnel operating model in marketing. According to Adweek, Teder emphasized that demand generation is only the first step in a high-consideration category. She argued that some purchase journeys require nurturing for months or even years.

Teder discussed her approach to marketing, which involves treating it as a connected operating system. She explained that high-consideration categories cannot stop at demand generation, and that email still plays a crucial role in purchase cycles that can last months or years. This approach may help marketers build a more complete customer journey.

At Generac, Teder has built a full-funnel operating model that connects demand generation, nurture, sales enablement, and post-purchase support. She applied lessons from her previous experience at Procter & Gamble, where she worked across various brands, including Oral-B and Febreze. Teder's experience at P&G may have influenced her approach to marketing at Generac.

Teder described herself as a 'builder', someone who enters a business, identifies critical growth levers, and puts systems in place to make those levers work repeatedly. She emphasized the importance of self-awareness in marketing, and that understanding what drives the business is key to building systems that can turn customer insight into repeatable growth. This self-awareness may help marketers create more effective strategies.

The use of AI in marketing was also discussed, with Teder arguing that the debate often starts with the wrong question. She suggested that marketers need to ask why the work exists in the first place, and that strategy, prioritization, judgment, and taste should come before deciding what AI should automate. This approach may help marketers use AI more effectively.

Teder also shared her unpopular marketing opinion that too much focus on attribution can make marketing worse. She argued that this focus can drag investment toward the bottom of the funnel, where outcomes are easiest to measure, and that marketers may sacrifice brand and demand-building work as a result. Measurement should sharpen strategy, not shrink it, according to Teder.

The conversation was part of a special vidcast series recorded live during Brandweek 2026, presented in partnership with Tatari. Jenny Rooney, Chief Brand and Community Officer at Adweek, led the discussion with Teder. The episode highlights the importance of a full-funnel approach in marketing and the potential pitfalls of overemphasizing attribution.