MARKETING AUTOMATION REPORTING CHALLENGE Tipalti is a cloud-based B2B payment enterprise solution that automates the accounts payable process and takes care of all the minutiae related to managing supplier payment operations so its clients can focus on growing their business. Founded in 2010, the company enjoyed rapid organic growth with excellent client renewal rates, all with very little marketing outreach. In 2014, as the company was scaling its next phase of growth, it recognized the critical need to invest in marketing. They brought on their first Chief Marketing Officer, Rob Israch, to help build out their marketing organization and put in the right reporting systems, programs, and infrastructure to make a marketing machine. As Rob remarks, “I am definitely a measurement-ori

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