The Challenge: The marketing team didn’t have the right tools to measure campaign performance, lacked alignment with finance and sales, and needed insight into the business. When Danny McKeever arrived at Integrate, he quickly found the department lacked the right martech stack that could help them tell the company’s marketing story to colleagues. The team couldn’t defend marketing spend in executive meetings and there was no concept of a demand funnel with conversion rates and movement metrics to monitor progress and measure campaign performance. Marketing and sales weren’t aligned and didn’t have enforceable SLAs. Marketing wasn’t collaborating with the finance group to establish revenue responsibilities and set goal metrics. Marketing was unable to attribute opportunities t

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