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.
The Onboarding Paradox: You Won the Deal, Now Don't Lose the Customer
You spent six months nurturing that lead, survived three rounds of demos, and aged five years in pricing negotiations. Then you fumbled the handoff and watched them walk. Here's how to stop treating onboarding like an afterthought and start treating it like the brand-defining moment it actually is.
The CDP Decision Your CFO Actually Cares About
I've watched three PE-backed marketing teams blow six figures on CDPs that never made it past the 'unified profile' stage. The 2026 market has split into two architectures, and picking the wrong one will cost you a year and a mid-six-figure write-off.
The Eightfold Lawsuit: When Your AI Vendor Becomes Your Biggest Liability
What if the AI tool you bought to make hiring faster and fairer is actually creating secret dossiers on candidates and potentially violating federal law? That's not a hypothetical, it's the allegation at the center of a class action that should have every marketing leader rethinking their vendor relationships.
The Blog Post Your CFO Will Actually Read
Your blog generates 15,000 sessions a month, but when your CFO asks how many turned into revenue, nobody has a good answer. Here's how to stop treating content as a creative outlet and start treating it as a revenue instrument your finance team can actually trust.
Google’s AI Max deadline is here. Treat it like a restructure.
Google’s September 2026 AI Max migration changes how Search campaigns are controlled, tested, and measured for B2B growth teams.
Search ROI in 2026: where paid adds lift and where it wastes budget
Learn how B2B teams can protect search ROI in 2026 by measuring paid-organic overlap, AI impressions, and true incremental lift.
GA4’s new attribution windows change the story, not just the settings
GA4 custom attribution windows can better match B2B sales cycles, but they also create reporting shifts that teams need to govern carefully.
Pardot Alternatives: What B2B Marketers Are Actually Choosing in 2026
Salesforce renamed Pardot to 'Marketing Cloud Account Engagement' back in 2022, and that rebrand was the first sign something bigger was happening. If you're asking whether it's time to leave, here's what's actually changed in the market and why the alternatives look fundamentally different than they did even two years ago.
The Missing Step in Vibe Coding: Verify What Actually Shipped
Vibe coding is having its moment, and like every marketing technology wave I've ridden over the past two decades, the hype is running about eighteen months ahead of the operational reality. If 62% of AI-generated code ships with vulnerabilities, you're not accelerating innovation, you're accelerating technical debt with a side of compliance risk.