GFT Ventures, Heroic Ventures and Westwave Capital Back Nvidia, Cisco, Salesforce and ForgeRock Executives’ Industry-First Platform for Alignment on What’s Working to Drive Revenue
Mperativ announced $6 million in funding and the launch of its industry-first platform that unites revenue operations strategy across go-to-market teams. The funding includes a new $5 million Series A led by GFT Ventures with participation from Heroic Ventures and Westwave Capital, as well as a prior $1 million seed round. The investment will be used to significantly expand the company’s data science, engineering, sales and marketing teams and to accelerate the development of its groundbreaking solution. The Mperativ platform employs a new opportunity-centric data model to align marketing with sales, customer success, and finance on the cause and effect relationships between marketing activities and revenue outcomes.
Mperativ was founded by former NVIDIA and Cisco executive Jim McHugh; former Kinetica CMO and ForgeRock SVP of Product Daniel Raskin; and former Salesforce principal software architect Paul Bryan, all of whom experienced the intense pressure executives face to quantify their teams’ contributions to revenue.
As McHugh explained, “During my tenure at large, public enterprise companies, I repeatedly faced the same challenge. Without a common language or unified way of understanding the demand engine across all revenue-facing teams, it was impossible to align not only on success metrics, but ultimately on a united revenue operations strategy.” Raskin added, “The inability to connect data across the customer journey has been a nightmare. Historically marketing, sales, and customer success have been misaligned around success metrics, making it impossible to understand how go-to-market investments drive revenue outcomes.”
Marketing Technology News: Backblaze Strengthens Leadership With Two New Board Members
“Mperativ’s data driven application, powered by AI, aligns all marketing stakeholders squarely on revenue generation, and sets the stage for meaningful predictive analytics.”
Most businesses currently use some combination of CRM systems, marketing automation systems, and business intelligence solutions for insights about the customer journey. These systems were designed to provide the utmost flexibility, so there is not a clear blueprint for building a demand engine, forcing teams to perform constant customizations on their systems.
“Current revenue operations infrastructure is disconnected and requires teams to spend significantly on consultants and developers to constantly customize their platforms. We set out to remove all the complexities of building a solution in-house and allow users to just be consumers of the value of their operational data,” said Bryan.
The founders created Mperativ to surface a continuous picture of the customer journey, connecting the data narrative about how revenue is generated across every touchpoint. This makes it possible for all revenue-facing teams to establish a common language and a clear understanding of their revenue engine. The company’s unique technology streamlines data models across existing marketing automation and CRM systems, empowering users to extract trends and predict business outcomes. The Mperativ team is the first to crack the code to solve the traditional misalignment between revenue-facing teams that holds companies back.
“The experienced and innovative team at Mperativ has built a groundbreaking new platform that lets businesses tie the results of marketing activities directly to downstream revenue generation,” said Jeff Herbst, founding managing partner of GFT Ventures. “Mperativ’s data driven application, powered by AI, aligns all marketing stakeholders squarely on revenue generation, and sets the stage for meaningful predictive analytics.”
“The transformation of marketing analytics is long overdue,” said Michael Fertik, managing director and founder of Heroic Ventures. “With today’s solutions, marketers are building themselves into a corner and are struggling to empirically demonstrate how they’re contributing to revenue. Mperativ has tackled this challenge head-on. The company will turn CMOs into revenue rockstars, especially at businesses that are currently hamstrung by a lack of alignment on how to best drive revenue.”
Marketing Technology News: MarTech Interview with Damien Mahoney, Co-founder and CEO at Stackla
Mperativ Connects Marketing Strategy to Revenue Operations, Driving Exceptional Results
B2B marketing has long attached tools, terms, and success metrics to individual leads, but buying decisions in B2B are nearly always made by multiple stakeholders, so the rest of the business cares about opportunities (namely, qualified sets of likely buyers, rather than individuals) and revenue. The result is that marketing models are disconnected from the rest of the business and marketing has been uniquely difficult to bring into the revenue operations fold. And without an opportunity-centric model, executives struggle to clearly link marketing efforts to the bottom line.
Mperativ brings together operational processes and analytics with sophisticated visual narrative design to build greater transparency and foster alignment across marketing, sales, finance and customer success teams. The SaaS platform centers key metrics around revenue and connects marketing models to the rest of the business. With just a few clicks, organizations get a 360° view of the entire revenue engine using the data they already have, making it possible to uncover trends and identify the impact of initiatives across the entire customer journey. Its intuitive graphical UI surfaces the driving factors of the revenue engine and provides a rich, customizable experience anyone can use to analyze granular aspects of their business including industry segments, campaign effectiveness, customer cohorts, regions, and more.
Designed as a serverless bi-temporal data warehouse, Mperativ eliminates the thousands of dollars and hours wasted on patchwork solutions of infrastructure, consultants, developers and manual reporting. Mperativ provides the necessary foundation for performing advanced AI operations on market data at scale by providing a unified data model and automatically normalizing customer journey data on a constant basis. Mperativ offers a much-needed alternative to the limitations of one-dimensional reports, superficial dashboards, manual spreadsheets and complex analytics tools, featuring:
- The Revenue Supply Chain, which values each stage of the customer journey in terms of revenue, allows for an end-to-end view of how opportunities are progressing from initial engagement to close while capturing time series and trend data in real-time. It includes all opportunities, regardless of where they originate, so there are no hidden channels that are obfuscated from reporting. It removes friction to cross-functional collaboration by providing a single pane of glass for the customer journey so that revenue is maximized at every turn.
- Revenue Insights leverage the key tenets of data journalism to instantaneously capture and analyze temporal data to develop interactive data narratives for measuring and predicting revenue growth. Revenue stakeholders can customize their analysis by key firmographics such as industry, region, product, and eliminate the need to spend days or weeks manually preparing data to obtain insights on granular aspects of their business.
- Opportunity Cards within the Revenue Supply Chain and Revenue Insights modules deliver customizable, strategic views that are visually engaging and immediately provide a consistent and accurate account of viable revenue opportunities, making it easy to zoom in or out to the desired level of granularity. Users can establish an Account Quality Index and identify what to pursue through various filters including campaign, account, region, revenue type, contract value, average account age and more.
Time series data for analyzing trends and high-level strategic analysis is supported by in-depth opportunity details behind every metric. Beautifully-designed interactive visualizations help convey the effectiveness of marketing initiatives in a revenue-centric language that resonates, allowing teams to form a common understanding of what’s working to drive revenue.
“Businesses exist to generate revenue, yet a language barrier persists across departments and with executive management when determining what drives revenue and what doesn’t,” said McHugh. “We developed Mperativ to shift organizations from following the archaic lead-centric model to instead using a revenue-centric language that resonates across teams and at the executive level so everyone can establish a joint understanding of the most effective pathways to growth.”
Marketing Technology News: Diversity Isn’t Just Important, It’s Good for Your Brand