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.
Lars Maat: The Operator Voice B2B Marketing Needs Right Now
Lars Maat runs a 30-person agency, co-founded a paid social training community, and still logs into ad accounts weekly. For CMOs navigating AI search and channel convergence, he's that rare thing: an operator who publishes with enough specificity to actually be useful.
Broad Targeting Burns Series A Runway. Here's the Math.
Broad targeting inflates CAC and weakens the unit economics Series A investors scrutinize. Here's how to tighten targeting in one sprint and protect your runway.
Your Ad Platforms Are Double-Counting Conversions. Here's How to Find the Truth.
Platform dashboards double-count conversions and waste up to 26% of ad budgets. Build a manual baseline, de-duplicate, and run incrementality tests to find what actually drives pipeline.
The Structural Shift Hiding Behind the AI Headlines
Everyone's obsessing over AI features while the real martech revolution is happening at the data layer. Cloud warehouses are becoming the new center of gravity, and if your stack architecture doesn't reflect that shift, you're paying twice for the same customer data.
The Conversion Counting Problem Nobody Wants to Model
Your Meta dashboard shows 50 conversions, Google claims 32, and your CRM logged 42 actual sales. Three numbers, zero agreement, and spoiler: everyone's numbers are right by their own rules. The question is whether you've built a model that reconciles them.
Salesforce's Agentforce Stumble Is a Warning Shot for Every CMO
Sixty percent accuracy. That's the number that should keep every marketing executive up at night. When the company that literally towers over San Francisco's skyline can't get its flagship AI product to work reliably, it tells us something uncomfortable about where we actually are in the agentic AI timeline.
HubSpot's April 2026 Updates Put Portals on the Revenue Path — But Only If Your Data Is Ready
HubSpot's April 2026 updates push portals toward revenue, but the real blocker is data readiness — here's how to audit and operationalize the changes.
AI Prompt Tracking Is Broken Because We Built It Like Rank Tracking
AI prompt tracking built on rank-tracking logic breaks with every model update. Here's the ops framework for volatility, averages, and chain-of-evidence reporting.
ChatGPT Is Sending You Better Leads. Are You Ready to Answer the Phone?
Calls referred by ChatGPT convert to qualified leads at 49%, roughly 10 points higher than any other marketing channel. The buyers are already there. The question is whether you're ready to answer.