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.
SaaStr's Headless Salesforce Bet Exposes the Question Every Ops Team Is Dodging: Who Owns the Surface?
SaaStr's headless Salesforce experiment shows real results, but the ops question most teams skip is surface governance. Here's what to stress-test first.
The Technical Signals AI Search Uses That Most SEOs Still Aren't Optimizing
Nearly 90% of brands are completely invisible to AI search, and it's not because they're bad at SEO. We've been teaching AI to read our content while forgetting to teach it what we actually mean. The brands that figure out this distinction now will own the citations while everyone else optimizes for rankings that matter less every quarter.
What Is Agentic Marketing? A 2026 Guide for Marketers
Seventy-six percent of B2B orgs are deploying agentic AI in marketing, yet Gartner predicts 40% of these projects will fail. The difference between success and a $340K write-off? How you scope, measure, and govern the work.
Google Finally Shows You Where AI Is Eating Your Traffic
For three years, marketing leaders have been flying blind on AI's impact on search visibility. Google just handed us the instrument panel we've been missing, and the implications for content ROI are significant.
Building a Content Strategy for the AI Search Customer
Your buyer just asked ChatGPT which B2B platform solves their problem. Your competitor got mentioned. You didn't. If your content strategy hasn't caught up to AI search, you're not just behind, you're invisible at the moment of decision.
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.
Your Org Chart Was Built for a Search Engine That's Disappearing
Which line item in your marketing budget owns whether ChatGPT recommends you? The silence that follows that question in planning meetings tells you everything, we've built entire departments around a funnel that assumes buyers click search results, but increasingly, they just ask an AI and get three vendor names.
Your AI Ad Agent Will Optimize Toward Garbage Unless You Fix What's Underneath
AI ad agents fail when data plumbing, conversion taxonomy, and guardrails aren't ready. Here's what to fix before you automate ad management.
When Your SEO Plugin Phones Home Without Asking
A popular SEO plugin just started creating admin-level credentials and sending them to external servers, before you even see a consent checkbox. If you're running Rank Math, you've got a governance problem that didn't exist last week.