The ABM System Behind Some of the Fastest-Growing SaaS Companies

We include attribution as a piece of the puzzle, but we view it as part of a much larger picture inside marketing measurement. Traditional attribution is designed to allocate revenue “credit” across channels, using different calculations. Our approach is simpler. We help marketing teams understand what's driving key revenue KPIs (ie funnel quality, pipeline velocity, win rate, etc) to find what's wasting budget and where to invest next. Passetto is less about credit and dollars, more about what's working and where.

Passetto isn't for every company. We're the best fit for organizations that view marketing measurement as a strategic capability, not just a reporting exercise. We may not be the right fit if: You're under $20M ARR. You don't have a senior marketing leader (CMO, VP) who can champion and act on the insights. Marketing leadership is unwilling to challenge status quo reporting that is “credit” heavy. You're looking for validation of your current performance rather than being open to challenging what you already think to be true about your marketing performance.

Yes. Passetto has worked with over 200 B2B companies, the majority are private equity backed. That gives us a unique set of benchmarks — including but not limited to qualification rates, win rates, stage lengths, and channel performance — that most marketing leaders can't get from their board or peers. We use that data to show you where you stand and where the biggest leverage points are (included in Sprint and Advisory tier).

No. Many of our clients have lean marketing teams with little or no dedicated analytics support. Passetto acts as that layer — surfacing the data, building the reporting, and flagging the data issues your team doesn't have time to dig into. If you do have RevOps or analytics resources, we boost effectiveness by eliminating months of data architecture work off their roadmap.

Choose the path that's right for your team after Sprint: Software (MCP) — Most teams choose this to maintain and build on the visibility from the Sprint. Connect Passetto to Claude, ChatGPT, or your preferred LLM for conversational access to your measurement model. Ask questions, generate reports, monitor GTM KPIs, and analyze performance on demand. Advisory — Everything in the software tier, plus strategic guidance, executive readouts, QBR support, and focused analyses to help prioritize investments, measure initiatives, and build a stronger leadership narrative. Whatever you choose, your measurement foundation remains current as new data enters your connected systems—giving you an ongoing system of intelligence rather than a point-in-time report.

Most clients describe the Sprint as the fastest path from “We don't know what's working” to a plan they can actually act on. The Sprint includes collaborative workshops, executive readouts and reports using the last 12–24 months of your marketing data. The goal is to provide a clear picture of how marketing contributes to revenue and where your biggest strengths and weaknesses lie. Everyone starts with the Sprint because we focus on time-to-value as a core commitment for all our customers. For some, the Sprint is a one-time engagement to provide a new perspective for their teams. For others, it's a rapid onboarding path to implementing a new marketing measurement system inside your org.

No. Passetto works with B2B marketing leaders at any level — CMOs, VPs of Marketing, Demand Gen Directors — as well as supporting Revenue Operations and Sales leaders who need clarity on what's driving pipeline and revenue. If you're making budget decisions without complete data or can't see marketing's full presence in your deals, Passetto is built for you.

After your agreement is signed, the earliest available start date is typically 30 days out. We schedule Sprint engagements on a first-signed, first-served basis and reserve dedicated capacity for each client to ensure a focused, high-quality experience from day one.

No. In fact, that's exactly why most companies hire us. Their marketing and opportunity (CRM) data is spread across multiple systems, relationships are missing, fields are inconsistent, and the reporting simply isn't trusted. We normalize this data into our proprietary measurement model, creating a trusted foundation for reporting, benchmarking, AI, and ongoing decision-making. You don't need perfect data—you need enough historical activity for us to rebuild the story. In most cases, the only requirement is a CRM and marketing automation platform with at least 12 months of history.

Passetto works with private equity backed, B2B technology companies with both sales and marketing teams, typically between $20M–$200M ARR. We only partner with companies generating at least $20M ARR. For larger companies, we assess fit on an individual basis.

We currently support Salesforce, HubSpot, and Microsoft Dynamics on the CRM side, and HubSpot and Pardot on the Marketing Automation Platform (MAP) side. If your stack includes something different, reach out — we evaluate new integrations based on customer needs.

We connect directly to your CRM and Marketing Automation Platform via secure API connectors. Once connected, our model continuously structures your data so your reporting stays current without ongoing work on your end.

Yes. We use AI to surface patterns in signal and pipeline data. Most companies try to put AI on top of messy data. We rebuild the data foundation first, so AI can produce answers you can trust.

Passetto is marketing measurement software with optional advisory services. Our tool sits above your CRM and MAP, standardizes your data into a unified model, and gives you direct access via tools like Claude or ChatGPT. Our measurement infrastructure is built to connect directly to your team's LLM via MCP connection. You can query your marketing data conversationally and combine it with any other in-house analytics tools you've built. For teams that want a strategic layer on top, our advisory offering adds analyst-led reporting and board narrative support.