DataWorks
B2B Marketing Data, Attribution & Analytics
Without visibility, you're flying blind. Without correlation, you're guessing.
Most marketing teams are rich in dashboards and poor in answers. DataWorks covers attribution, measurement infrastructure, and the intelligence layer that makes every other marketing investment legible.
Without visibility you are flying blind; without correlation you are guessing — this section is about replacing both with evidence.
Best-in-Class Martech Depends on Your Business Context
Outperformers in banking run less mature marketing automation than their struggling peers. In telecom, it's the opposite. That single finding should make every CMO pause before copying a competitor's investment pattern.
AI Max's 10-Click Setup: What the Budget and ROI Data Actually Show
Google's AI Max promises 14-27% conversion lift, but independent testing shows 90% higher CPAs than phrase match. Before you celebrate the 10-click setup, let's talk about what the budget floors and ROI data actually reveal.
The 80% Problem: Why Your Buyers Already Picked Someone Else
Four out of five B2B deals are won before your SDR even gets that first meeting. If you're still measuring success by MQLs and form fills, you're optimizing for the 5% of deals that weren't already decided.
AI Overviews Now Auto-Expand on Some Queries. Your Pipeline Model Needs New Math.
Google's AI Overviews now auto-expand on some queries, pushing organic results further down. Here's how B2B teams should measure the pipeline impact and adapt.
RevOps Debt: The Silent $200K Leak in Your CRM Nobody Wants to Talk About
Your CRM is bleeding money through a thousand tiny cuts, misaligned workflows, manual workarounds, and 'temporary' fixes that became permanent five years ago. I've watched companies hemorrhage $200K quarterly without realizing it, and the math is brutally simple.
Identity Resolution Compared: Wunderkind vs Cordial vs Klaviyo
Your triggered email program is stuck at six figures when it should be generating seven, and the culprit is the 70 to 95 percent of site visitors your ESP can't see. Here's how Wunderkind, Cordial, and Klaviyo approach the identity gap, and which architecture delivers the fastest CAC payback for your traffic profile.
GEO: The Marketing Discipline You're Probably Ignoring (And Shouldn't Be)
Ask ChatGPT to recommend a marketing platform and see if your brand shows up. If not, you're invisible to half your potential customers. Welcome to Generative Engine Optimization, and if you haven't built this into your strategy yet, we need to talk.
AI Max for Search: The 10-Click A/B Test That Demands a CFO-Grade Hypothesis
Google's AI Max auto-upgrades hit in September, and that shiny 10-click A/B test setup won't save you if your hypothesis is garbage. The real question: can you defend your results in a pipeline review, or just in a dashboard screenshot?
The Customer 360 You Can Actually Build This Quarter
Your CFO wants to know why the CDP costs $180K when Sales still can't see which accounts stopped logging in. Here's the uncomfortable truth: most B2B companies don't need a customer data platform, they need a warehouse, a clear identity model, and the discipline to maintain both.