Better marketing starts
with better measurement
Passetto is a marketing measurement tool built on a new measurement model, helping companies track marketing's value across the full buyer journey, uncover what's driving pipeline, and identify which motions are moving deals.
Three programs account for 71% of your leads that converted to pipeline this quarter: SaaStr Annual, your ROI calculator, and the April webinar series. Leads followed up within 48 hours converted at 4.2x the rate of all others, but only 34% of leads from these programs were contacted that fast.
Trusted by CMOs and GTM leaders at
Marketing has evolved.
Measurement hasn’t
"We don't know if our marketing spend is working. We can look at a high level, but we can't get into the atomic detail on how leads make their way through to conversion and to deal.”
"We have a good directional sense of marketing performance, but it's often not confident enough to make a big pivot or a big bet. We're not correcting course until two months after we could have."
"I make decisions on data — never a feeling. But we couldn't see speed-to-lead or conversion to pipeline from our marketing spend."
This is where we come in
Passetto's measurement model gives teams more than data and visibility. It gives them the evidence to make better decisions, a new lens on marketing performance, and a stronger voice with executive leadership and the board.
“In the beginning, I was using Passetto to tell a story and educate the board. Now we’re moving much more to using them for running our shop. We’re using your data to make decisions, not to justify ourselves.”
Passetto’s objective perspective and experience with similar businesses was crucial in assessing our marketing mix and identifying opportunities to optimize our investments, refine our strategic priorities, and guide resource allocation."
"Passetto shows us exactly what’s working vs where the gap is on KPIs. With the data they bubble up, we make decisions as a team based on performance."
Three ways we fix outdated measurement
Reveal the real effort behind each deal
Nobody logs effort, waste, and wrong turns in the CRM. Passetto resurrects that lost data — so you can trace a straight path to “closed” next time.
See marketing’s presence before and after the handoff
Passetto tracks exactly where marketing was present before and after sales picks up a lead, so you can determine marketing’s actual role in driving revenue.
Make budget decisions with data, not your gut
Passetto gives you KPIs that show how different prospecting motions and engagement patterns impact win rate, deal size, and sales cycle length.
Outgrow the 20 year old
measurement methodology
How to work with us
Marketing Measurement Accelerator
One-time cost:
$10k
This 14-Day Sprint is the fastest path to a new marketing measurement model, transforming fragmented CRM and marketing data into insights traditional reporting can't provide.
See which channels, campaigns, and customer behaviors have the greatest impact on pipeline creation, win rates, and revenue.
Gain visibility into marketing's contribution across the entire buyer journey.
Get a prioritized action plan focused on the highest-impact opportunities to help improve marketing performance.
Continuous Marketing Measurement
Starting at:
$3.5k/mo
Keep your marketing measurement model continuously up to date with new data, giving your team ongoing visibility into marketing performance and business growth.
Monitor marketing performance as new CRM and marketing data flows into your measurement model.
Ask questions, generate reports, and explore your marketing data through the Passetto MCP.
Optional strategic guidance for marketing, RevOps, and executive teams to turn insights into action.
Don’t let great marketing die in data darkness
Let’s talk ›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 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.
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.
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.
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.
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.
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.
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. 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.
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.
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.
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.
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).
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.