From scattered spreadsheets to GTM-wide clarity: quicker reports, sharper insights, better ROI.

Unified GTM Insights: Built a centralized, enhanced dataset across the entire organization, delivering fast, accurate insights with minimal manual effort.

Time Efficiency Gains: What used to take hours of spreadsheet work now takes mere minutes – reporting that once took 2–3 hours can be done in a few clicks, enabling the team to share insights proactively without adding analyst headcount.

Culture shift toward data-driven decision-making: With newfound trust in the data, the organization now expects detailed pipeline metrics in every report, reflecting a culture shift across marketing and sales.  “People are spoiled now — they just expect this level of insight.”

Strategic Event Optimization: Revealed that "Collab Connection" happy hours yielded higher ROI and more diverse pipeline than expensive invite-only dinners, prompting a strategic reallocation of budget.

Sales Enablement via Account Intelligence: Deployed "Account Report Cards" to give new account directors an instant, comprehensive view of their territory, drastically reducing ramp time and improving account handover.‍

Cultural Shift to Data Trust: Transformed internal skepticism into confidence; leadership now expects and relies on detailed pipeline influence metrics for every major decision.

Dscout scaled its multi-touch GTM and ran into a complex attribution puzzle.

About Dscout: Dscout is a leading experience research platform that empowers organizations to conduct flexible, human-centered user research. From diary studies to live interviews, Dscout helps product teams and UX researchers capture in-context insights to build better experiences. Backed by a $70 million Series C, Dscout has rapidly scaled to serve hundreds of innovative enterprise companies.

The Challenge: As Dscout expanded into the enterprise, their sales cycle became increasingly complex, involving multiple stakeholders and touchpoints. The marketing team ran a sophisticated mix of webinars, digital campaigns, and field events, but lacked a unified way to measure impact.

"We faced a classic B2B puzzle," explains Charlie Flanagan. "We had detailed campaign data in Salesforce, but turning that data into a story was incredibly manual."

Answering a simple question—like the ROI of a specific field event—required exporting reports to spreadsheets, manually deduplicating rows, and running complex calculations to separate new business from expansion. This process was slow, error-prone, and led to a lack of trust in attribution data across the organization.

From Hours to Clicks: Speed & Accuracy

Adopting Upside transformed Dscout’s analytics from a manual chore into a strategic advantage. The platform plugged directly into their CRM, automatically unifying touchpoints and deduplicating data.

"The impact was immediate," says Charlie. "What used to take me hours of spreadsheet wrangling now takes minutes." With interactive dashboards, the team can now slice data by region, persona, or campaign type on the fly. This speed didn't just save time; it democratized data access. Instead of waiting for analyst reports, stakeholders could see "beautiful tiles" of accurate data, fostering a new level of trust in marketing’s influence.

Strategic Pivots: The "Happy Hour" Insight

With trusted data, Dscout began testing long-held assumptions. The team compared their exclusive, high-cost executive dinners against larger, more casual "Collab Connection" happy hours.

Upside’s analysis revealed a clear winner: the inclusive happy hours were driving substantially more pipeline and reaching a more diverse set of prospects than the intimate dinners. Armed with this proof, the marketing team confidently reallocated budget toward these high-ROI formats and prioritized key hubs like San Francisco and New York, where the data showed the strongest traction.

Upside didn’t just speed up reporting; it enabled data-driven course corrections in Dscout’s go-to-market strategy.

Having these on-demand insights “definitely is a much more helpful way of putting a number to [our strategies]…we can even compare, like, do we have better luck in New York vs. Minneapolis…is it worth going back to Minneapolis next year?”

“This level of granularity was simply not feasible before.”

Empowering Sales with the Account Report Card

Beyond marketing attribution, Dscout utilized Upside’s Insight Engineering offering to empower their sales team during a critical transition. With several new account directors joining and territories shifting, leadership needed a way to get reps familiar with their new books of business immediately.

Charlie worked with the Upside team to deploy a Account Report Card (Account Dossier), a customized unified view that provided sales reps with instant intelligence on their accounts:

• Engagement History: Who is engaging, and with what content?
• Buying Signals: Recent contract discussions and renewal dates.
• Competitive Landscape: Identification of competitors currently entrenched in the account.

"If you try to do that through Salesforce reports, it's clunky," Charlie notes. "The dossier showed us everything in one view."

This deep research capability also highlighted "false pipeline"—deals that looked active but had low engagement. Analysis showed that Dscout only won ~6% of deals with fewer than three contacts involved. The Account Report Card flagged these single-threaded deals early, allowing managers to coach reps on multi-threading before the opportunity was lost.

A Partnership, Not Just a Platform

Ultimately, the shift to Upside was cultural. Data is no longer viewed with caution; it is the foundation of planning. "People are spoiled now," Charlie jokes. "They just expect this level of insight." By moving from intuition to evidence, Dscout has aligned their sales and marketing teams around a single source of truth, driving confident growth in a complex market.