# Upside

> Upside is the data layer for the age of agentic GTM. It forensically reconstructs what actually happened in every account — accounts, people, deals, and the touchpoints between them — into one connected, healed record, then makes that record available to your team, to the AI tools and agents you already use, and to the custom apps you build on top of it.

Upside was founded by veterans of Branch (a $100M+ revenue company) and is backed by XYZ Ventures, Emerson Collective, Peterson Ventures, and Westbound.

## What Upside Does

Go-to-market data is fragmented across CRM, email, call recordings, marketing automation, web analytics, and more — so no tool can answer what actually happened in an account, and AI pointed at that mess is confidently wrong. Upside takes a **forensic, not formulaic** approach: instead of applying rules to pre-captured CRM rows, it reconstructs the full buyer journey from raw signals across every system, heals the fragmented data (identity, buying groups, buried touchpoints), and turns it into one connected model of your business.

That healed record is the foundation for four things:

1. **Know what actually happened** — a forensically reconstructed knowledge graph of every account, deal, and interaction, not siloed CRM rows.
2. **Answers that used to be impossible** — analyst-quality insights run across a whole cohort of accounts or deals at once, returned as structured, cited data instead of one essay at a time.
3. **Make AI correct about your business** — point the AI tools and agents your team already uses at the healed record, grounded in your definitions, your pipeline, and how your business actually works.
4. **Build the GTM tools you used to buy** — the reports, trackers, and internal apps you used to buy as point tools or wait on engineering for, built by your own operators on live data in an afternoon.

## Platform Surfaces

- **Data Foundation** — one clean, connected record of every account, deal, and interaction.
- **Dashboard** — explorers and report cards that answer leadership's questions, no SQL.
- **Deep Research** — analyst-quality answers across a whole cohort of accounts or deals at once.
- **Pipedash** — AI-powered multi-touch attribution, with cited evidence behind every dollar.
- **MCP** — your GTM data inside the AI tools you already use.
- **Upside Agent** — all the power of Claude, sandboxed to your GTM data.
- **Radiant** — coaches every agent with your definitions and institutional knowledge.
- **Miniapps** — turn an insight into a live app the team can use.
- **Insight Engineering** — GTM engineering on tap: analysts build your surface.
- **Genesis** *(coming soon)* — signals extracted from unstructured data and encoded as a knowledge graph, so AI reasons over your business instead of just querying it.

## Use Cases

Upside serves the operators and leaders on modern B2B go-to-market teams:

- **Ask Your GTM Data** — ask anything about your GTM data in the AI tool you already use.
- **GTM Apps** — build interactive dashboards and internal tools, and publish them to exactly the right people.
- **Account Management** — know the next play for every account.
- **AEO Measurement** — measure how AI engines drive your pipeline.
- **Revenue Attribution** — attribution modeled the way your business works, with cited evidence behind every dollar.
- **Event & Field Marketing Efficiency** — prove event ROI your CRM can't see.

## Security & Compliance

- **SOC 2 Type II Certified** — Earned before shipping the first product.
- **GDPR Compliant**
- **US Data Privacy Compliant**
- **CSA STAR Level 1**
- **Cloud Security Alliance Member**
- Encryption at every layer (in transit and at rest)
- Enterprise SSO & SCIM via any SAML or OIDC provider
- **Your data never trains AI** — customer data is never used to train AI models or to build products for other customers.

Trust Center: https://trust.upside.tech

## Key Links

Every key page below has a clean Markdown overview at the linked `.md` URL for direct LLM ingestion.

- Home: https://upside.tech ([.md](https://upside.tech/index.md))
- Platform overview: https://upside.tech/platform
- About: https://upside.tech/about ([.md](https://upside.tech/about.md))
- Security: https://upside.tech/security ([.md](https://upside.tech/security.md))
- All Use Case Pillars: https://upside.tech/use-cases ([.md](https://upside.tech/use-cases.md))
- Case Studies: https://upside.tech/customers ([.md](https://upside.tech/case-studies.md))
- Blog: https://upside.tech/blog
- Glossary: https://upside.tech/glossary

## Platform Surface Pages

Each platform surface has a clean Markdown version at `/platform/<slug>.md` for direct LLM ingestion.

- Platform overview: https://upside.tech/platform.md
- Data Foundation: https://upside.tech/platform/data-foundation.md
- Dashboard: https://upside.tech/platform/dashboard.md
- Deep Research: https://upside.tech/platform/deep-research.md
- Pipedash: https://upside.tech/platform/pipedash.md
- MCP: https://upside.tech/platform/mcp.md
- Miniapps: https://upside.tech/platform/miniapps.md
- Radiant: https://upside.tech/platform/radiant.md
- Upside Agent: https://upside.tech/platform/upside-agent.md
- Insight Engineering: https://upside.tech/platform/insight-engineering.md

## Use Case Pillar Pages

Each pillar has a clean Markdown version at `/use-cases/<slug>.md` for direct LLM ingestion. A hub overview lives at https://upside.tech/use-cases.md.

- Ask Your GTM Data: https://upside.tech/use-cases/ask-your-gtm-data.md
- GTM Apps: https://upside.tech/use-cases/gtm-apps.md
- Account Management: https://upside.tech/use-cases/account-management.md
- AEO Measurement: https://upside.tech/use-cases/aeo-measurement.md
- Revenue Attribution: https://upside.tech/use-cases/revenue-attribution.md
- Event & Field Marketing Efficiency: https://upside.tech/use-cases/event-field-marketing.md
- Campaign Intelligence: https://upside.tech/use-cases/campaign-intelligence.md
- Content Creation & Performance: https://upside.tech/use-cases/content-creation-performance.md
- Product Marketing: https://upside.tech/use-cases/product-marketing.md
- Win-Loss Intelligence: https://upside.tech/use-cases/win-loss-intelligence.md
- Pipeline Forecasting: https://upside.tech/use-cases/pipeline-forecasting.md
- Pipeline Generation: https://upside.tech/use-cases/pipeline-generation.md
- Deal Execution & Coaching: https://upside.tech/use-cases/deal-execution.md
- ABM Measurement: https://upside.tech/use-cases/account-based-marketing.md
- Paid Media & Demand Efficiency: https://upside.tech/use-cases/paid-media.md
- Expansion Revenue: https://upside.tech/use-cases/expansion-revenue.md
- Funnel & Conversion Health: https://upside.tech/use-cases/pipeline-conversion.md
- Speed-to-Lead: https://upside.tech/use-cases/speed-to-lead.md
- Customer Advocacy: https://upside.tech/use-cases/customer-advocacy.md
- Product Launch Intelligence: https://upside.tech/use-cases/launch-intelligence.md

## Persona Pages

- For Marketers: https://upside.tech/for/marketers.md
- For RevOps & GTM Ops: https://upside.tech/for/revops.md
- For Sales & CS: https://upside.tech/for/sales-cs.md
- For Executives: https://upside.tech/for/executives.md
- For GTM Engineers: https://upside.tech/for/gtm-engineers.md

## Case Studies

A hub overview lives at https://upside.tech/case-studies.md.

- Assembled (AEO + multi-touch attribution): https://upside.tech/case-studies/assembled-from-attribution-guesswork-to-pipeline-surge.md
- Comply (board-ready data + custom miniapps): https://upside.tech/case-studies/comply-from-unfiltered-salesforce-data-to-marketing-intelligence.md
- Cresta (from attribution to AI deep research): https://upside.tech/case-studies/cresta-from-attribution-to-ai-deep-research.md
- Dscout (account dossiers + multi-threading): https://upside.tech/case-studies/dscout-driving-confident-growth-with-upside.md
- Graphite (referrer attribution + 100% inbound): https://upside.tech/case-studies/graphite-uncovering-real-channels-behind-inbound-growth.md
- Syndio (ADR restructuring + event ROI): https://upside.tech/case-studies/syndio-driving-strategic-gtm-decisions-with-upside.md

## Optional

- [Detailed company and product information](https://upside.tech/llms-full.txt)