Passetto Announces MCP: Better answers about marketing performance, on-demand through AI

‍New Passetto MCP gives B2B SaaS marketing leaders access to better marketing measurement, on a governed data foundation they can query, analyze and turn into reports directly through tools like Claude & ChatGPT.‍

AUSTIN, Texas — September 16, 2026 — Passetto, the marketing measurement company for B2B SaaS marketing leaders, today announced the launch of Passetto MCP, giving teams a new way to understand marketing performance and explore their data autonomously through the AI tools they already use.

Marketing leaders have traditionally relied on fragmented reporting, stitched together across systems and often lacking the depth needed to see the full picture of marketing performance, making it difficult to understand what's happening across the buyer journey, what's driving better business outcomes, and where performance is falling short.

Passetto MCP gives marketing leaders a more complete set of KPIs based on Passetto's measurement methodology, with definitions and calculations already built in.

A governed data foundation connects and normalizes people, marketing activity, opportunities, pipeline and revenue, giving marketing teams the freedom to ask questions, investigate performance and build the reporting they need, directly through AI, with confidence that the underlying data is accurate.

“Marketing leaders have been at a persistent disadvantage when it comes to measuring their impact on the business,” says Carolyn Dilks, Cofounder and CEO of Passetto. “Most reporting tells you what marketing sourced or influenced, but that’s only one part of the picture. Leaders need to understand how marketing is performing across the full buyer lifecycle, across segments, campaigns, and the business as a whole – and they shouldn’t have to depend on RevOps or Marketing Ops every time they need a new report or answer.”

Dilks adds, “Passetto MCP gives them the measurement they need, the autonomy to explore it themselves through AI, and a governed data foundation they can completely trust.”

Marketing measurement, built for the way teams now work

Dozens of marketing leaders have used Passetto's measurement framework to get a clearer, more defensible view of marketing performance, one tied to business outcomes and designed to show how marketing is performing across the business rather than through isolated metrics or reports.

That methodology is now built directly into Passetto MCP.

Rather than simply connecting AI to a company's underlying data, Passetto MCP brings established definitions, calculations and relationships across the KPIs marketing leaders use to understand performance. It maps performance across the full path to revenue, from early engagement and prospecting through active opportunities and beyond, showing where marketing is contributing to stronger outcomes, where performance is falling short, and which programs, channels and patterns are associated with each.

Leaders can explore those findings across segments and revenue types, including new business, expansion and renewals.

The result is a different way for marketing teams to work with their data. Instead of starting with a dashboard and being limited to the questions someone anticipated when it was built, marketers can start with the business question itself.

A marketing leader can ask how event engagement affected pipeline, compare win rates for opportunities with and without specific marketing signals, investigate performance across segments or geographies, explore the buyer journeys behind closed-won deals, or create an executive performance report, directly through AI.

Giving marketing leaders ownership of their reporting

The launch reflects a broader shift Passetto has seen among B2B marketing leaders: they increasingly want to own their reporting rather than depend on consultants, agencies or RevOps teams to build every dashboard or answer every new question.

“We've seen an incredible response from our customers since introducing MCP access,” says Dilks. “Marketing leaders want the ability to ask whatever question they have of their data, explore the answer themselves, trace it back to the underlying source when something doesn't look right, and build dashboards and reports without needing someone else to do it for them.”

That autonomy becomes increasingly important as AI changes the way teams interact with business data.

But Passetto believes giving AI access to more data alone won't solve marketing's longstanding measurement challenges.

AI can analyze what it is given. It cannot independently resolve inconsistent definitions, fragmented customer records or unclear measurement methodology.

Passetto addresses that layer first: creating the normalized data foundation and established measurement logic that sit between a company's source systems and the AI interface.

“AI makes it dramatically easier to ask questions of your data,” Dilks adds. “But easier access doesn't automatically create better measurement. If the underlying data and methodology aren't trustworthy, you can simply get the wrong answer faster, and with a lot more confidence.”

From static dashboards to on-demand analysis

Traditional marketing reporting is largely built around predetermined dashboards: teams decide what they want to measure, someone builds the report, and marketers return to the same view each month.

Passetto MCP makes that workflow dynamic. Teams can still create recurring dashboards and executive reports, but they can also investigate new questions as they arise without rebuilding the underlying data model or measurement logic.

Whether a marketer is investigating a single campaign, analyzing quarterly performance or preparing for an executive meeting, the same governed data foundation and measurement definitions remain in place.

Passetto MCP is now available to B2B marketing organizations.

To learn more about Passetto MCP or request a demonstration, visit passetto.com/marketing-analytics-mcp.

About Passetto

Passetto is a marketing measurement company helping B2B marketing leaders understand and demonstrate marketing's impact on the business. Its measurement model helps teams track marketing's value across the full buyer journey, uncover what's driving pipeline and revenue, and identify which programs and motions are moving deals.

By combining a proven measurement methodology with a governed data foundation and AI-ready technology, Passetto gives marketing leaders the evidence to make better decisions, a more complete view of performance, and a stronger voice with executive leadership and the board.

For more information, visit passetto.com.

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