Some years change a few things. This one changed almost everything at once.
Buyers built shortlists with AI before filling out a form. Boards stopped asking what marketing was experimenting with and started asking what it delivered. And in August, Integrate acquired CaliberMind.
To open Season 4 of Hitchhiker’s Guide to Marketing Analytics, the Integrated Edition, Mehul Nagrani (CEO, Integrate) and Eric Westerkamp (CEO, CaliberMind) join Nadia to make sense of it all: why so many teams still generate demand in one system, measure it in another, and learn what worked months too late.
Then they get to the bigger idea behind the deal. Buyers don’t stop at the bottom of the funnel. Closed deals expand, lost deals return, stalled buying groups re-form. The real job is staying in front of the right people the whole way around, with data clean enough to trust and fast enough to act on.
They close with three predictions each for 2027.