Our mission : Scaling B2B revenue marketing outcomes with AI and ML
Gokul Anantha
Our quest began with a LinkedIn poll
The poll: “Who should take ownership of revenue marketing in B2B SaaS?
The poll results intrigued us: a close 52:48 split, with 48% favoring a non-CMO—such as a CRO, CEO, or the newly coined “GTM” leader—to take ownership of revenue marketing.
So, we delved deeper. Conversations with CMOs revealed that despite having access to numerous tools, critical 360-degree gaps persist. Addressing these gaps could significantly enhance their impact, driving a 25%-75% improvement in both qualified pipeline and lifecycle conversion rates across key stages: lead → demo → try → buy
As we spoke with more CMOs, these key unresolved challenges consistently surfaced:
- Buyer Traits & Personas: As intent signals become increasingly noisy, understanding buyer traits and attributes is crucial to distinguish between audiences likely to convert and those at risk of churning
- Derived ICP & Closed-Loop Monitoring: For marketers, well-defined Ideal Customer Profile (ICP) and effective audience segmentation are critical to driving success. However, ICP is often treated as a static, annual exercise, lacking the tools to enable continuous validation, track shifts in the real ICP, and adapt strategies in real time to reflect these changes
- Predictive AI – Beyond Initial lead scoring: Not all leads with high intent ultimately convert, and some that do convert may initially display low intent. Understanding which leads are likely to convert enables more effective refinement of nurture strategies, going beyond basic lead scoring to deliver deeper predictive insights
- Causality along with attribution : Globally more than $4billion is spent seeking out touch based attribution ; yet marketing teams don’t know which content or engagement had an impact on hastening the customer conversion journey.
- Data Quality, Enrichment, and Augmentation: While LLMs and enrichment platforms provide substantial value, the lack of a unified lifecycle data lakehouse often limits meaningful enrichment and the ability to derive actionable insights
- Lifecycle View – From a Marketing Lens: CMOs continue to seek a comprehensive lifecycle view that answers critical questions like, “Who is buying, and more importantly, who isn’t?” While a customer journey perspective is valuable, CMOs and their teams often find it more practical to think of the funnel holistically, from top to bottom, to uncover gaps and opportunities at each stage.
Big problems , small teams and incomplete options
Gartner doesn’t track revenue marketing as a distinct category, However, Forrester has identified key players. Our (quick napkin) heatmap analysis shows why /where unaddressed gaps remain.
Taking a Leaf from Revenue Intelligence and Adapting to the AI Age
Several years ago, revenue intelligence emerged, focusing on extracting actionable insights from sales data. Today, the evolution of revenue marketing requires new, agentic approaches to merge data and narrative insights. This approach is essential for bridging critical gaps with operational capabilities, empowering marketers to adapt in real time
Quest to Purpose. Purpose to mission
So, our quest evolved into a purpose: to empower B2B SaaS marketing teams to drive scalable revenue growth by enabling near real-time adaptation through the power of AI and ML
We recognized that to bring this vision to life, we needed to engage in a way that was part service, part platform. With this in mind, we’ve crafted our value proposition and engagement model around this approach. Know more about it here
Why Marketing? Why loglens.io?
For SaaS unit economics to succeed, marketing plays a pivotal role in both the funnel and revenue generation. As a result, marketing teams face increasing pressure to optimize their spending with a clear ROI focus, ensuring that every dollar spent drives measurable value throughout the customer journey. This requires continuous adaptation, data-driven decision-making, and a keen eye on performance to align marketing efforts with business outcomes
For marketing leaders, loglens.io isn’t just a tool—it’s a partner that helps them adapt and scale rapidly. We invest time in understanding their unique business & combine AI and ML to achieve measurable success.
I built the first half of my career in large CRM implementations before moving into sales leadership roles. Later, as a product leader at SAP, I helped scale SAP’s marketing platform adoption with API-led intelligent communication add-ons. It was there I intimately understood how small, focused improvements—like optimizing email deliverability—could have an outsized impact.
In the years since, I’ve collaborated closely with chief technology, marketing, and strategy officers to scale GTM strategies, leading a team that simultaneously developed our data-to-science stack for GTM execution.
We thrive on scaling marketing ROI. Stay tuned as we transform our purpose into a mission.
Contact us here
