AskNicely Transforms Its GTM Engine with Mperativ
“Mperativ helped us reset the foundation of our go-to-market engine. We went from fragmented GTM data and outdated reporting to a single view of pipeline performance tied to revenue. That shift didn’t just clean up our systems—it changed how we operate, where we focus, and how fast we move. And it delivered real savings—both in platform costs and operational overhead.”
— Kassidy Bird, VP of Marketing, AskNicely
Executive Summary
In 2024, AskNicely fast-tracked its shift to a revenue-focused, sales-led model by consolidating from Salesforce to HubSpot and rebuilding its GTM infrastructure using Mperativ. The results:
- $84,000 in annual platform savings
- $10,000–$20,000 in annual operational overhead reduction
- $300,000–$520,000 in projected 5-year value
- AI-native foundation for executive storytelling and predictive pipeline coverage
- End-to-end visibility across campaigns, accounts, and revenue performance
The AskNicely Story
AskNicely is a global leader in customer experience software, helping service businesses turn real-time feedback into frontline action. Its AI-powered platform empowers teams to coach behaviors, track performance, and improve customer experience across 1,300+ companies worldwide.
As the company transitioned from transactional lead-gen to a sales-led, midmarket motion, its tech stack—fragmented between Salesforce and disconnected marketing tools—couldn’t support the shift. AskNicely needed to consolidate systems, align sales and marketing around revenue, and build a GTM foundation ready for AI.
The Challenge
- Disjointed CRM and marketing systems
- Fragmented, unreliable reporting
- Inability to track stage-based pipeline progression
- Lack of alignment between GTM teams
- Growing need for AI-powered visibility
The Solution
Mperativ partnered with AskNicely to:
- Consolidate CRM and marketing automation into a unified HubSpot instance
- Implement a GTM-first data model across leads, accounts, and funnel stages
- Deliver real-time visibility into revenue-driving efforts
- Build a foundation for Agentic AI forecasting and executive reporting
This was not just a cleanup—it was a full re-architecture of the GTM engine.
Refactoring the Demand Engine for True ABM
Using Mperativ, AskNicely rebuilt its funnel to support both leads and accounts—without added complexity or custom setup.
While many teams invest in third-party intent tools to jumpstart ABM, AskNicely started with the foundation. They ensured their demand engine could track every stage of the account journey—so any ABM investment, including intent data, could be measured and tied to real ROI.
Mperativ automatically converted their funnel into an account-based model, enabling:
- Dual visibility across leads and accounts
- Stage-based tracking for target accounts throughout the funnel
- Real-time insight into pipeline progression and deal health
AskNicely didn’t just adopt ABM—they operationalized it.
Impact Summary
From Fixes to Forward Momentum
Clarity That Changed the Game
Post-implementation, AskNicely gained full-funnel visibility—allowing them to reallocate spend based on what drives actual revenue. One shift in paid search drove a 30% drop in cost per opportunity in just one quarter.
Challenging Internal Assumptions
Mperativ’s insights revealed that buyers weren’t just searching for Net Promoter Score (NPS)—they wanted broader feedback solutions. This triggered a brand and messaging shift, stronger product-market alignment, and internal conversations rooted in revenue—not just leads.
Overcoming a Critical Data Blocker
A major challenge emerged: historical Salesforce deal data couldn’t be migrated to HubSpot. Mperativ built a custom migration framework that blended old and new records into a unified timeline—preserving full-funnel reporting continuity.
Embracing the Revenue Marketing Mindset
AskNicely didn’t just change tools—it changed how marketing operates.
By embracing revenue marketing, the team began translating GTM performance into a language the entire business could understand: pipeline, conversion rates, and revenue contribution. This shift positioned marketing as more than a demand gen function—it became the steward of growth.
With real-time, revenue-centric reporting in place, marketing emerged as a strategic partner to sales, finance, customer success, and the CEO. Mperativ gave AskNicely the clarity and credibility to align cross-functional teams around shared outcomes—and the confidence to lead go-to-market conversations at the executive level.
AI-Ready for What’s Next
AskNicely now operates on infrastructure built for modern GTM:
- Agentic AI transforms complex data into strategic narratives for executive decision-making
- Real-time reporting enables confident budget defense and outcome storytelling
- Predictive insights surface pipeline risks before they impact revenue