The new marketing analytics team at Superside was given a classic marketing challenge—driving more results… without additional budget. By rebuilding their data foundation with CaliberMind and creating a single source of truth for their marketing data, they enabled their team to make channel and campaign optimizations with confidence, resulting in more enterprise SQLs at a lower cost.
Volume up, efficiency up — and we could tie it both directly to the channel decisions that better attribution made possible with CaliberMind. This didn’t happen by accident. It happened because we built a foundation that gave us real clarity on where spend was working and where it wasn’t — and we moved fast to act on it.”
Cassandra Gill
Senior Director of Growth
Increase in enterprise SQLs
Reduction in cost per opportunity
To directionally accurate insights
Industry: Design Services
Employee Size: 900
HQ: Wilmington, DE
Superside is the world’s leading AI-first creative partner for enterprise brands like Amazon, Microsoft, and Reddit. Combining expert designers, writers, and strategists with AI-powered workflows, they deliver ad creative, video, motion, branding, and web design through one flexible subscription. With 800+ team members across 70+ countries and 90%+ AI-certified creatives, Superside scales high-quality creative at the speed of modern marketing.
When Cassandra joined Superside, she walked into a company with nearly a decade of data debt, no marketing analytics function, and no clear path forward.
Superside had aggressive SQL generation goals for the second half of the year — but the marketing budget wasn’t growing to match. There was no unified attribution and no shared source of truth. Ask two people how many enterprise SQLs came in last month, and you’d get five different answers.
“There was a total mistrust in the data. It resulted in team members sticking to the same strategies they’d been running for months, uncertain of where to further focus their efforts for growth.”
-Cassandra Gill
Senior Director of Growth
Superside
She knew what needed to happen. She just needed to do it fast.
Legacy tools weren’t going to cut it. Cassandra didn’t have the budget for a sprawling martech stack, the bandwidth for a six-month implementation, or the patience for a platform that would box her into rigid, out-of-the-box logic.
“CaliberMind offered transparency and the clear ability to customize our attribution models, our channel and campaign definitions in a way that’s unique to Superside specifically — and our own historical data quirks that needed to be accounted for to get to accuracy,” she says.
Just as importantly, CaliberMind could do something most tools can’t: not just pull data from Salesforce, but push data changes back into it. With nearly ten years of inconsistent field definitions, leaky MQL buckets, and sales reps entering data however they saw fit, the ability to clean up the source directly was critical.
In less than a month of onboarding with CaliberMind, their campaign and channel insights were directionally accurate — exponentially better than anything Superside had before. Armed with early cost-per-opportunity data, the team began cutting underperformers and doubling down on what was working: Meta virtual event promotion, gated content downloads, and Google non-branded search.
With the foundation in place, Michelle took the work to the next level — three layers of accuracy work that would turn directional data into something the team could fully trust.
The first was UTM accuracy. Superside’s Salesforce instance had only dynamic UTM fields that updated with every new touchpoint, reflecting only the most recent source rather than the original. Stamped fields that preserved first-touch data existed but weren’t being used in reporting. “Making that shift in our new reporting was important,” Michelle explains, “and getting stakeholders aligned on using these source fields is what would make cross-channel comparisons more reliable and accurate.”
The second was attribution modeling. Salesforce’s native reporting was limited to last-touch attribution only, systematically undercounting marketing’s full influence on pipeline. Moving to an even-weighted multi-touch model in CaliberMind gave every touchpoint across the full buyer journey a share of credit. “It allowed us to see a more holistic view of marketing influence,” Michelle says — a meaningful upgrade from a model built only around campaign-associated contacts and last-touch conversions.
The third was opportunity contact roles. Salesforce only credited touches from contacts explicitly assigned a role on an opportunity — a step sales reps frequently skipped early in the deal cycle.
“It’s a step that can easily be skipped in the early stages of opportunity creation. If a contact engaged with our campaigns but wasn’t assigned a role, those touches don’t show up in attribution.CaliberMind’s journey stitching, however, captures all of the events and contacts associated to an account and makes this visible at the opportunity level so that campaign owners can see if we were converting and influencing the right audiences and act faster on campaign optimizations.”
-Michelle Jiang
Head of Marketing Analytics & CRO
Superside
What tied it all together were the centralized, real-time dashboards that Joanna and Cassandra built throughout Q1 — giving the full marketing org a shared view of campaign, channel, and program performance for the first time.
“The goal wasn’t just better reporting,” Joanna says. “It was building trust in data so that every spend decision was backed by numbers we trusted. And that’s truly what turned the technical work into actual alignment and what really started to build a culture of analytics across the team.”
For Joanna, the dashboards represented the culmination of months of chipping away at data tracking and operational issues — and finally being able to see clearly and validate that the optimizations were working.
The Superside team was able to make confident cross-channnel and campaign optimizations quickly, resulting in strong efficiency gains.
“Volume up, efficiency up — and we could tie it both directly to the channel decisions that better attribution made possible with CaliberMind. This didn’t happen by accident. It happened because we built a foundation that gave us real clarity on where spend was working and where it wasn’t — and we moved fast to act on it.”
-Cassandra Gill
Senior Director of Growth
SuperSide
“These are not incremental improvements. They’re the infrastructure we’re building for a marketing team that compounds. We’ll know where every dollar we spend gets smarter over time — because the data behind it keeps getting clearer and more precise.”
-Joanna Eliopoulos
Senior Marketing Operations and Analytics Manager
Superside
For the Superside team, this is just the beginning. The next phase is pulling ad spend directly into CaliberMind so cost efficiency analysis — spend, performance, and pipeline outcome — all lives in one place. Beyond that, the roadmap includes individual ad-level tracking to give creative teams precise, actionable feedback, multi-dimensional segmentation across creative type, audience, and tactics simultaneously, and attribution connected directly to CAC and ROI at the channel and campaign level.
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.
Closing the loop between top-of-funnel activation and revenue insight.
Better together. Smarter together. More impactful together.
