Most companies adopted H2H (human-to-human) marketing but kept campaign attribution metrics, creating a gap that makes relationship marketing unprovable. While 76% of marketers struggle with attribution and only 42% can measure customer lifetime value accurately, leading companies are evolving to relationship attribution—connecting marketing sources to retention rates, referral patterns, and satisfaction milestones. Campaign metrics optimize for acquisition efficiency; relationship metrics optimize for customer quality. AI enables this through real-time pattern detection, predictive LTV forecasting, and continuous relationship monitoring by source. Companies measuring campaigns while claiming H2H strategy face compounding disadvantage as competitors prove which marketing builds lasting value.