Brightly Software (a Siemens company), had a classic enterprise challenge as it scaled —complex data without flexible reporting. By partnering with CaliberMind, Brightly united their entire go-to-market team around one truth, better understands their buyer journeys, and makes data-driven decisions with confidence.
Industry: Enterprise Asset Management (EAM) Software
Employee Size: 1000
HQ: Raleigh, NC
Brightly Software (a Siemens company) is an asset management solutions software provider with over 12,000 clients worldwide. Their sophisticated, cloud-based platform leverages more than 20 years of data to deliver predictive insights to help their clients prevent the next flood or leak, avoid a costly power outage or equipment failure, and repair city streets and bridges when they need it most.
“There’s no one person buying in B2B anymore… We need both the account view and the person view. CaliberMind lets us customize our data and reporting for both.”
-Whitney Rosa
Director of Marketing Operations
Brightly Software (a Siemens company)
Whitney Rosa, Director of Global Marketing Operations at Brightly Software, a Siemens Company, has seen it all.
From building martech stacks from scratch at startups to optimizing operations at massive enterprises, her approach to marketing ops is both deeply strategic and refreshingly no-nonsense. And like many ops leaders, she knows: the larger the organization, the more complex and unique the data DNA.
“Every enterprise is its own beast,” Whitney says. “You can’t fit it into a neat, out-of-the-box mold.”
That’s why, when she needed a solution for attribution and reporting, she wasn’t willing to settle for the typical legacy options. What she needed was flexibility, scalability, and a platform that could work with her data and not against it.
Enter CaliberMind.
Whitney and her team evaluated several platforms but kept running into the same problem: rigid systems that couldn’t keep up with the real-world complexity of enterprise go-to-market strategies.
“We vetted a lot of tools, and most of them were super out-of-the-box with no real customization,” she explains. “With CaliberMind, we realized we could make the tool our own. SQL-level customizations, flexible logic, and the ability to map our unique customer journey—it was a game-changer.”
Traditional attribution tools often lean heavily on a single platform, typically your CRM or automation tool. That approach only tells part of the story. Whitney’s team needed the full picture, with the ability to pull in touchpoints across Salesforce, paid media, marketing automation, and beyond.
“What makes CaliberMind powerful is how it connects the dots across systems. We’re using timestamped clicks from Google Ads, campaign member statuses from Salesforce, and engagement scores from multiple platforms. That kind of integration is what lets us tell a real story – not just a best guess.”
But it gets better. That story is now a shared one between Marketing and Sales. Instead of the old “that’s Marketing” vs. “that’s Sales” narrative, Whitney’s team uses CaliberMind to show how both departments contribute to revenue.
One of Whitney’s favorite features is CaliberMind’s AI-generated Buyer Journey Summaries.
“Our sales team loves it. It breaks down who’s active, what they engaged with, and when—in plain language,” she shares. “It makes marketing’s work actionable for sales, which is exactly what we want. One rep told me he copies the keywords straight into Copilot to write better outreach. That’s next-level alignment.”
In Whitney’s world, no two buying journeys are alike. Supporting multiple products, industries, and customer types means one-size-fits-all funnels are out of the question. And for most enterprises, the reality of buying committees is ever-present in every single deal. So, Whitney uses CaliberMind to help track these buying groups and their journeys for Sales to be able to multi-thread and win accounts faster.
“You need person-level views for nurture and engagement, but you also need to see the bigger account picture,” she says. “CaliberMind lets us pivot between both. We can track individual behaviors and then zoom out to see how an entire buying team is moving through the funnel. That dual view is critical.”
For Whitney, the real magic happens when cross-functional friction between Marketing and central BI teams is removed and other GTM teams can self-serve data insights.
“We don’t have to wait on BI tickets to get answers. Our analyst works directly in CaliberMind, and she can drill down in seconds when something looks off,” she says. “It’s enabled our campaign teams to be faster, more confident, and way more strategic.”
From list views to custom filters to dashboards aligned with team KPIs, CaliberMind has become the go-to source of truth for Whitney’s marketing ops team.
“Data is king,” Whitney says. “And with CaliberMind, we finally have the kind of data we can trust, customize, and actually use. We’re just getting started, but already, the insights have been incredible. Don’t be afraid to dive in. Partner with the implementation team, roll up your sleeves, and get ready to build something powerful.”
CaliberMind is built for scale. Its modern composable data architecture empowers enterprise teams to manage reporting across global product lines, departments, and regions with full flexibility and confidence. Whether you’re a MOps leader looking to empower your marketing teams with role-based custom reporting with only the metrics relevant to each stakeholder, or a marketing exec needing a high-level dashboard, or a data analyst working with your central BI team and looking to use CaliberMind data models to send the clean engineered data into your BI tool, CaliberMind delivers precisely what each stakeholder needs—securely and on-demand. With built-in governance, tailored access controls, and a collaborative implementation process, CaliberMind transforms your marketing data from a liability into a strategic asset. It’s not just about attribution. It’s about giving your teams the power to answer any question, anytime, without compromising on trust or control.
With holistic attribution and analytics that build trust in the numbers.
As a F500 company, we needed more than just MTA software, we needed strategic guidance, deep expertise, and significant support with data transformation. In past lives I’ve worked with pre-packaged MTA solutions at smaller B2B companies, and I’ve also seen custom-built approaches. In my view, it’s also far more flexible than the off-the-shelf MTA solutions on the market. Now, having fully implemented and rolled out CaliberMind at a large B2B enterprise, I am certain we couldn’t have deployed MTA at my current company without CaliberMind. The support is fantastic and refreshing to have technically capable people who really understand B2B marketing.
Verified User in Human Resources
Enterprise (>1000 emp.)
Ease of use in supporting ROI and pipeline influence for marketing content and campaigns. It helps paint a tangible picture rather than have to rely on anecdotal evidence. I am easily able to report on pipeline influence by campaign, vertical, and timeframe, with the ability to drill down into each type for more detailed reporting and analysis. Plus, the reports are easy to read and distribute with management. This type of automation and detailed reporting saves me a significant amount of time in research and reporting.
Brian M.
Product Marketing Manager
Mid-Market (51-1000 emp.)
CaliberMind is proving what I always knew: my campaigns are much more effective than my Salesforce dashboard for attribution would lead me to believe. Its ability to find those touches not correctly tied to a deal are giving me the ability to justify my spend, accurately calculate ROI and ROAS, and ultimately demonstrate a clearer picture of my overall performance. The fact that it engages directly with Salesforce is fantastic. It completely eliminates the manual work of searching through an account to find that one MQL that slipped. It’s easy to use with clear filters (though I’d appreciate a more accurate search function) and has now become a piece of our regular workflow process to help track campaign performance. I’ve used it every day since it was introduced to us.
Nathan W.
Senior Manager, Public Sector Marketing
Mid-Market (51-1000 emp.)
CaliberMind is a powerful and customizable attribution tool that helps to serve a broad range of users across our marketing org. The depth of data available is amazing and unlike any other tool we have had in the past. The customer support team is great and is always available to help us continue getting more out of the platform.
Lisa M.
Marketing Analytics Manager
Enterprise (> 1000 emp.)
Sign up for our once-a-month newsletter with insights on everything attribution, operations, and go-to-market.
