Full Circle Insights, a sales and marketing analytics company, is announcing today a $4.7 million series B round led by Aligned Partners and Salesforce Ventures. Along with the company’s previous round, this brings the total raised to $9.5 million — with the plan to significantly expand sales and marketing and to develop new products.
“We call it marketing performance management,” CEO Bonnie Crater said. “Marketers today struggle to figure out which campaigns are impacting revenue. The traditional way of trying to figure that out is to get some data and extract it out of Salesforce.” This process, Crater explained, can be a bit of a kludge — not to mention the highly compensated data scientists it takes to derive any value from it.
Full Circle Insights does this process of calculating attribution through a variety of methods, which can be customized for each client. As a B2B marketer, if you’re able to truly understand which campaigns drove which revenue in what amounts — you get the chance to play “offense,” as Crater put it, instead of constantly scrambling to defend your content marketing activities.