Upside Research

Original research from real B2B deals

We look at the CRM and every connected system behind the deals of B2B companies that use Upside, then measure what attribution models and the CRM miss: more than 500 deals for The Untracked Half, 29,367 for Enhancing messy GTM data. Each company's data is anonymized and aggregated on its own.

Latest data brief
Data brief · October 2026

Enhancing messy GTM data

What’s hiding in messy GTM data: missing touchpoints, contacts and roles, duplicates and beyond.Read the brief

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2 studies
Data briefGTM data quality

Enhancing messy GTM data

What’s hiding in messy GTM data: missing touchpoints, contacts and roles, duplicates and beyond.

Upside looked at the CRM and every connected system behind 29,367 new-business deals and applied touchpoint deduplication, identity resolution, buying group and touchpoint detection and recovery and measured the impact of what was missing, duplicated and unclassified.

Mada Seghete, Co-founder, UpsideRead the brief
ReportAttribution

The Untracked Half

Traditional attribution models can't see half of what really creates pipeline.

Upside's AI read every email, call, note and record behind more than 500 new business deals across 13 B2B companies. Here's what traditional models undervalue, overvalue and miss entirely.

Mada Seghete, Co-founder, UpsideRead the report

The data behind these studies

Upside unifies, structures and enhances marketing and sales data, so every deal, person, campaign and channel is one record that teams and agents can work from.

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