Vena Solutions, a fast-growing SaaS company specializing in FP&A, faced challenges in understanding the full impact of their marketing efforts. By partnering with CaliberMind, they gained data-driven clarity, earned more marketing budget, and built confidence in their strategy.
Industry: FP&A Software
Employee Size: 700
HQ: Toronto, Ontario
Vena Solutions is a financial planning and analysis (FP&A) software company that helps businesses streamline budgeting, forecasting, and reporting through a cloud-native platform that integrates Excel with powerful workflow, data modeling, and analytics capabilities.
“A CFO doesn’t see one ad and sign a contract. There are layers: people, content, conversations—that our CRM couldn’t capture.”
-Andre Proulx
Vice President, Revenue Operations
Vena Solutions
Vena Solutions had a partial view of their marketing performance. While they knew certain channels and events performed well, the single-touch attribution model couldn’t accurately reflect the complexity of modern B2B purchases.
“A CFO doesn’t see one ad and sign a contract,” said Andre Proulx, VP of Revenue Operations. “There are layers—people, content, conversations—that our CRM couldn’t capture.”
Vena Solution wanted to avoid paying the cost of not knowing. Without a holistic view, they risked overinvesting in flashy but ineffective programs – or worse, cutting efforts that were quietly nurturing deals over months or even years. They needed a solution that could illuminate the entire buyer journey.
“Every marketer has a theory. CaliberMind helps us test ours. When you can do that, you stop playing defense and start leading the strategy.”– Andre Proulx, Vice President, Revenue Operations at Vena Solutions
CaliberMind enabled Vena to attribute value across all meaningful interactions, not just the first or last touch. This included:
Understanding that deals close through committees, not individuals, CaliberMind showed which personas engaged, when, and how. This empowered sales to:
Vena’s event strategy matured beyond measuring attendance. With CaliberMind, they could:
Their podcast, The CFO Show, was previously untrackable. With CaliberMind, they observed:
The Vena marketing team now enters board meetings with:
With CaliberMind, the Vena team moved beyond hunches. They now walk into board meetings with proof. Not vanity metrics or first-touch guesswork—true impact. They know how many touches a winning deal tends to have. They can model the ROI of a budget increase. And they’ve earned more marketing funding year over year because of it.
By implementing a multi-touch model, Vena gained full-funnel visibility and could measure the influence of each marketing interaction.
Events showed long-term pipeline influence, while their podcast correlated with a 17% increase in CFO engagement.
To reflect the complexity of B2B buying decisions and avoid misguided budget decisions.
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.)
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