Mperativ, a revenue marketing platform, received $6 million in funding that includes a new $5 million Series A round led by GFT Ventures with participation from Heroic Ventures and Westwave Capital, as well as a prior $1 million seed round.
With the new capital, Mperative plans to expand its data science, engineering, sales and marketing teams, while accelerating the development of its solution. The Mperativ platform seeks to employ a new opportunity-centric data model to align marketing with sales, customer success and finance on the cause-and-effect relationships between marketing activities and revenue outcomes.
The solution is designed to surface a continuous picture of the customer journey by connecting the data narrative surrounding how revenue is generated across every touchpoint. The company’s technology then works to streamline data models across existing marketing automation and CRM systems to empower users to extract trends and predict business outcomes.
“During my tenure at large, public enterprise companies, I repeatedly faced the same challenge,” said Jim McHugh, Founder of Mperativ, in a statement. “Without a common language or unified way of understanding the demand engine across all revenue-facing teams, it was impossible to align not only on success metrics, but ultimately on a united revenue operations strategy.”