Pranav Piyush

The martech industry is broken, and I’m devoting the next 15 years of my life to fix it.

After a decade leading growth and marketing teams at places like Dropbox, Pilot, Magento and BILL, I realized there was no measurement tool on the market that was statistically valid, simple and holistic. 

So I went and talked to every CMO and VP of marketing in my network. Their number one complaint? Attribution. 

And this is why we built Paramark.

Because I believe that measuring your marketing efforts is not that hard. 

Through the power of MMM, experimentation and data science, we’ve created the holy grail of measurement tools. So marketers like you can confidently understand the impact of your marketing investments – and communicate them to your CFO and CEO.

Learn our method at Paramark.com.

Co-Founder & CEO

Before starting Paramark, I spent the last decade leading growth and marketing teams at fast-growing companies like Dropbox, Pilot, Magento, and BILL.

During that period, we evaluated hundreds of martech tools and, for the most part, were sorely disappointed. Here's why. We found few solutions that could handle the needs of fast-growing marketing teams. They were either incomplete, hard to use, or claiming things that were just flat-out wrong!

This trend is especially true for marketing analytics. Synthesizing and analyzing marketing data to understand effectiveness should be a solved problem. After speaking to hundreds of marketing leaders at some of the fastest growing companies, I was honestly surprised that the truth is far from it. Understanding and communicating the return on marketing investment continues to be one of the top challenges for marketers.

That's why we decided to build Paramark. Our goal is to help fast-growing marketing teams measure and forecast the impact of their investments, unlocking sustainable growth.

Marketing measurement and Thanksgiving have nothing in common, but that's not going to stop us from making some silly jokes... 😂 

Happy holidays to everyone. Let's end the year strong. Specially any commerce media buyers working hard through the next few days!

CEO @ Paramark | Marketing measurement that CFOs & CMOs trust

Ask me 6 months ago, and I'd tell you there's no playbook for marketing success. I was wrong. After partnering with CMOs at Paramark for 3+ years, I see that there is one. It just looks different from other playbooks. Start here:

1. First, choose a product or service that enough people want. Without this, marketing's job is impossible from the get-go.

2. Figure out your ICP, CEP, JTBD. If you don't know what these are, ChatGPT them pronto. 

3. Know the 4 Ps of marketing like the back of your hand. If you aren't familiar with these, go to your favorite AI tool and learn about it. 

4. "Good Strategy, Bad Strategy." "7 Powers." "How Brands Grow." Read them, know them. 

5. Creative, creative, creative. Learn how to create ads and other types of content that makes your audience feel something and remember YOU, and only you. Conscious memory is great, but the subconscious is even more important. 

6. Learn and implement probabilistic, experiment-driven measurement.

That's it. This is your playbook of success. 

These are all the things that top CMOs are doing or have already done. You can, too.

I want to create a full deep-dive version of this playbook for leading marketing teams, now that it's come into focus for me... customer by customer. Let me know if you're interested in reading it!

P.S. What do you think I missed in this playbook?

Mark Huber is a beast.

He first got on my radar because of his insanely different brand work at Metadata.

But honestly, it was his hair that made me ask him to be an advisor to Paramark.

All kidding aside...

He’s now leading all-things marketing at UserEvidence, and he recently spearheaded their first-ever in-person customer event in Jackson Hole, Wyoming. If you’re in B2B marketing, you saw the photos.

This was a HUGE bet for Mark to take. He went all-in.

And he won the hand.

Tomorrow during Office Hours, he’s breaking it all down for us.

- How he got internal buy-in for this crazy idea
- How his team curated the attendee list
- How they measured impact

Plus what worked, what didn’t, and what they’d do differently next time.

If you’re thinking of making a big event bet in 2026, you don’t want to miss this.

Sign up here: https://lnkd.in/gHKsbYty

It's 1997. NBA finals. Utah Jazz v. Chicago Bulls. 76-76. 6 seconds left. Steve Kerr makes the final shot to win it for the Bulls. Who gets credit for the win? Kerr alone, or the 48 minutes of team play that made it possible? 🏀 

If we measured the game using last-click attribution, Kerr would be MVP, not Jordan. 

Looking at who last touched the ball – that one great player – and ignoring everything else? That's exactly how click attribution works in marketing.

Sure, that one play looks great on the highlight reel.  

But it's not what won the Bulls a championship.

Figuring out what did lead to a win requires a full-picture view of the game and its players, not just clutch plays.

It's why marketers use another tactic to get a better, complete view of their entire marketing strategy: Marketing Mix Modeling and Incrementality Testing.

MMM is a statistical approach to figure out which parts of your marketing mix are actually driving sales, and by how much.

MMM uses clear data to show exactly what changed, and why the scoreboard moved.

Incrementality Testing, as the name suggests, allows you to test hypotheses by making controlled changes.

Don't be that last-click coach, ignoring all the picks, passes and hustles that came before. 

Spend smarter, grow faster. That's how modern marketing teams win 🏆️

Marketers, wanna know a sales secret that will help you immensely in your career? 


Before you try to influence, be likeable. Be the person sales and finance want to hang out with. Be interesting, be curious, be helpful, be charming. Listen.

Then, influence. convince. persuade. 

The order matters. 

I learned this by doing sales for the last 3 years. I realized that if sales works this way, surely marketing does too.

Curious if others agree or disagree.

CMOs, your product is not the only offer! If a prospect isn't ready yet, don't try to sell to them. Provide them free value instead. Udi used this exact framework when he took Gong from $0 to $250M ARR:

Instead of talking about the product, they talked about what the best sales teams actually do.

They analyzed thousands of anonymized sales calls and turned the findings into insights that every rep, manager, and CRO wanted to read:

👉️ When to talk about pricing
👉️ How long top performers speak vs. listen
👉️ Even whether dropping a "dirty" word helps or hurts win rates

It was content rooted in real behavior, and it gave sales leads value long before Gong ever asked for a demo.

Today, Udi says one of the companies doing that as well as Gong once did is Carta.

Their Head of Insights, Peter Walker, is publishing data from 26,000+ startups, from how founders are getting diluted to how much advisors earn in equity.

And, again, it’s universally interesting! You don’t have to be a Carta customer to care. You just have to be in the ecosystem.

That, Udi says, is what separates "content that sells" from "content that serves."

Our full conversation on Brandformance is out now, including my thoughts on how we could do the same with Paramark data 👀 Check it out.

So... we published our magazine, Paramark Insider, recently. Thousands of people have already downloaded the first edition - and I decided it's time to post it here for all of you to read in full! 

Since we hit publish, the best part has been the conversations we've sparked with marketers across roles, industries and geographies. 

Because that was our point with the quarterly magazine:

Take time to connect with and highlight our industries' true architects, not just 'follow' them from afar.

What you’ll find inside:

• My personal "Letter from the Editor" (a small rebellion)
• Feature: Sylvia LePoidevin (how to make a brand unmistakable)
• 5 CMOs, 1 Question (real advice for marketing leaders)
• Data Download (board-ready stats)
• Marketers to Watch (future CMOs)
• Fast Forward, Rewind (where to find us / where we’ve been)
• Our Paramark team's favorites of the moment

Huge thank you again to the leaders who made this issue sing:

Sylvia LePoidevin (Iru, formerly Kandji) • Udi Ledergor (Gong) • Carolyn Pollock (Tailored Brands) • Justin Norris (360Learning) • Brandon Camhi (Rippling) • Katrina Wong (New Relic) • Isaac Ware 💎 (UserGems) • Kyle Tibbitts (Wander)

I wrote the editor’s note as a nudge to my fellow marketers: 

Step away from the dashboards for an afternoon and get specific about the sentence you want customers to say about your brand when you’re not in the room… then, and only then, open the tools. 

If that resonates, this issue is for you.

You can also download + save the full issue on the Paramark website.

PS: Our Q1 issue is already shaping up... if you want in, raise your hand and let me know 👋

Paramark-Insider-Fall-2025

This Friday, do you REALLY wanna know how brand marketing works? 

Three global fortune 500 companies come inbound through referrals or LinkedIn. Several others engage with our content. A like, a comment, a laugh...

We produce great content, we build great relationships, and we advertise. Our reputation is what we have to bank on and we keep depositing in that column. 

The result? People, when they're ready, reach out to us because we're top of mind after weeks and months of consuming our marketing. 

No gift cards for demos, no hacks, just good marketing. 

It's gonna be a fun q4 and an even better 2026!

CMOs, did you see Q3 earnings reports from Meta (+26%), Amazon (+24%), Google (+13%), Reddit (+74%), Pinterest (+17%), AppLovin (+68%) in the last couple of weeks? 🫨 

I think its obvious that the average advertiser isn't growing at those rates! 

At the same time, I read a wild stat this week — Reuters reported that $16B of Meta's revenue might be from ads promoting scams/fraud (this is from a leaked internal report). In general, there's a lot of wastage in ad spend.

So, let me see here...
👉️ lots of fraud... 
👉️ many I talk to say how scaling is getting harder in 2025...
👉️ high amount of fluctuations in algorithms... 
👉️ signs that consumer sentiment is down...

But, at the same time, more being spend on ads every quarter. That is NOT slowing down at all.

Austin and I caught up about this on GMTN this week — and the takeaway was simple:

Ad platforms are thriving. But most marketers are flying blind. If you’re a CMO or VP of Marketing, here’s what you can do:

1️⃣ Audit your spend for waste
Run a Pareto check: which 20% of channels or campaigns drive 80% of incremental results? Kill or test the rest.

2️⃣ Run experiments every quarter
Pick one or two big bets — a new channel, a creative strategy, a frequency cap test. Build a learning agenda. The best marketers treat experiments as the source of truth.

3️⃣ Expect volatility — and design for it
Fluctuating CPMs, algorithmic shifts, and AI-injected creative cycles mean your day to day volatility will be higher than ever. The antidote is a calm measurement cadence, not panic.

4️⃣ Get your marketing data in order
Austin had a really good observation that there still isn't a Marketing Data Platform that's easy and comprehensive. Every CMO should be building this for themselves.

If the industry keeps growing while fraud and noise grow faster, the marketers who win won’t be the ones spending the most — they’ll be the ones measuring the best.

Check out episode 4 of GTMN on your favorite podcast player!

P.S. Here's what we discussed:

00:15 - Breaking News: Meta's $16B Scam Ad Revenue 
02:58 - Q3 Ad Revenue Growth (Reddit, Amazon, Meta) 
05:55 - Applovin's 150M DAUs: The Sleeping Ad Giant 
09:36 - Is LLM Referral Traffic Dying? (Kevin Indig's Report) 
13:46 - The New AEO Playbook: Get Cited on Reddit & YouTube 
15:49 - The Browser Wars are Back: ChatGPT Atlas vs. Arc 
19:24 - Will AI Browsers Break Web Analytics? 
22:41 - Reevo's $80M Series A to Build a "Revenue OS" 
29:27 - Google's First Fully AI-Generated Video Ad (The Chicken) 
31:15 - New Study: AI-from-Scratch Creative Beats Human+AI 
35:49 - What is a "Marketing Data Platform"? 
41:42 - GTMN dot fm Launch

Most teams worship the 5% in market. Then growth stalls. The other 95%? That's where your next 4 quarters come from. Sylvia (former CMO, Iru) said she learned this the hard way:

She waited too long to invest in brand community. If you start building community only when you need the pipeline, it's too late. It's way harder to do at that point.

I get it... starting a community in your early, start-up days feels premature. It's hard to see the immediate value. And the truth is, you won't see it pay off for months.

Yes, it's uncomfortable. But brand and community have a long fuse. We have to start building for the 95% earlier than feels rational, so the flywheel is turning when we need it.

So, as Sylvia reminded me: we don’t need 10,000 customers to run a community or a user event. Dreamforce wasn’t 100k people on day one. 

Start ridiculously small. Ten people who care > ten thousand who don’t. Consistency compounds.

If starting from scratch, Sylvia said she would:

👉️ Launch a tiny, recurring community touchpoint now (roundtable, office hours). Keep it small on purpose. 📅

👉️ Invest in “helpful for the 95%” content... AKA teach, don’t pitch. Publish consistently. ✍️

That’s it. Just patience, repetition, usefulness, connection.

Short term, keep capturing the 5%. But don't forget the 95%. You’ll thank yourself when the “in market” pool refreshes… and they already know you, like you and trust you.

Our full conversation capturing her six-year journey at Iru (formerly Kandji) is a good one. Listen to Brandformance, wherever you listen!

The CEO of a popular DTC bedding brand DM’d me mid-talk to ask for a demo. 


He told me:

"We have MMM. We have testing. But we're not happy. We're not getting timely or complete insights."

He was already on board with incrementality... he just didn't have the right platform to make it work.

I'm seeing this as an emerging theme in our industry.

One year ago, I was explaining incrementality to every prospect. Now, people know what it is, and why it matters.

But that doesn't mean the measurement offerings have kept up. Many still prioritize either testing or MMM, devaluing one in favor of the other. You need both working in harmony.

I asked this CEO, "Why Paramark?" And it was our holistic solution that compelled him to reach out: MMM and testing feeding each other for timely, complete knowledge, plus hands-on advisors to help take action.

He then got finance to set up a demo with us.

And when the CEOs are the ones raising their hand, the market has spoken... People want and need sound measurement, all in one place.

I see more interest in incrementality than ever. But I also see higher expectations for those who offer it.

OK, OK I admit it... I’ve used the wrong tool for the job. A butter knife as a screwdriver. A short chair for a ladder. A gut feeling for logical decision-making. These things are helpful, but there's one thing they are definitely not:

Effective, sustainable solutions.

Yes, attribution as a tool can be helpful. But, it's just NOT a truly effective solution to understanding the impact of your marketing investments.

Attribution — whether you favor first, last, or multi-touch — is helpful if you want to shed light on the digital and click-based part of your buyer journey. That's it. But it doesn't prove causation. Heck, its not even correlation...

So, what IS the right tool for this job? Incrementality. 

You get to causality (X in marketing caused Y in the business) with incrementality testing. 

And for parts of your marketing mix where testing is not feasible, MMM offers the alternative of a smart correlational estimate. 

Combine both in harmony, and you have a pretty robust way to quantify the impact of your marketing investments – and forecast the next dollar.

Want to see it in action? See a demo on Paramark.com!

Is it 'crazy' or smart for a B2B brand to buy Super Bowl ads before $250M ARR? Udi would tell you the math makes sense, if you know what you're buying, which is something that pays dividends on the road to $1B+:

An unfair mindshare of attention.

Mindshare first, wallet share later.

Because no one can buy from you if they haven't heard of you, Udi told me on the newest episode of Brandformance. 

Gong's Super Bowl spots 🏈 and courtside ads 🏀 were a huge bet on brand – and they paid off. 

Udi said that every time they made one of those bets, he personally tracked customer calls. Number one piece of feedback? 

"Hey, I'd heard about you before, but I was on the fence. Once I saw you on the Super Bowl, I realized you're actually a big deal.” 👀 

That kind of awareness among a vast audience helped skyrocket Gong to $300M ARR and well beyond, and it started to build brand trust among enterprise buyers.

The caveat? These things aren't scalable. 

You can't be constantly running Super Bowl ads or spending all your budget on mega brand plays.

So... what's the CMO playbook for going from $300M to $1B?

Udi lays it out in the episode.

Listen to Brandformance on all platforms – you know what to do!

I bet that 90% of B2B marketers have no clue whether their spend is incremental. Not their fault – they're just missing the basics. I've onboarded dozens at Paramark who've never seen this one, essential view of their own data: 

Their total impression share across paid social, paid search and owned channels.

After we onboard marketing teams and show them that report, most of them tell us they've never seen that full picture – ever.

I would ask any marketer: If you don't know your overall impact, how can you ever improve upon it?

The fix is easy. Audit everything you're doing across your ENTIRE marketing mix.

Not just paid channels. Everything: 
→ Impressions across owned/earned/paid 
→ Engagement trends over 12 months 
→ Channel mix shifts quarter over quarter

Put it in a spreadsheet. Run it through Claude or ChatGPT. Ask: "What patterns do you see?"

You don't need fancy software to start (though it helps).

You just need a clear picture to start with, so you can begin to measure things that actually drive growth... not just activity.

And take it from me: your CFO will thank you.

P.S. Had fun sharing this and other tips on the We're Not Marketers 💀 podcast. The episode's already up - you know what to do!

Marketers: If you turned off all of your marketing tomorrow, how exactly would that hurt the business?

Most marketing teams I talk to still can't answer this question.

The question is hypothetical, but the answer is critical.

It's about getting to the truth: What is marketing's true impact on the business? 

This isn't just for marketing's sake, but for finance's sake, for growth's sake, etc. We have to get on the same page.

Just like any other leader, marketers are capital allocators. To be successful, we must know: how does what we're doing and spending concretely impact the metrics we care most about?

I broke this down with Arun Sivashankaran on FunnelEnvy's Revenue Funnel Optimization podcast, plus:

👉️ Why MMM + incrementality testing are the gold standard
👉️ How to talk marketing with your CFO 
👉️ Why most experiments “fail” and why that’s good

Give it a listen!

13 years as CMO. 10X market cap. Billions in sales & marketing spend. How does Raja Rajamannar do it all, AND explain it to MasterCard's CFO? 6 things stuck with me:

Raja was just featured on Jim Stengel's The CMO Podcast. (BTW, if you haven't subscribed, you're missing out. It's amazing.)

This episode was an instant favorite. "The Science of Brand ROI."

Here's everything Raja said that stood out to me:

1. He asked his team to explain exactly what MasterCard is getting back from the budget that team is spending. Non-fluffy answers required. 📈 

2. He likes to measure the impact of marketing brand attributes, financial metrics and whether its improving sustainable moat. He does some of this through MMM. ⏩️ 

3. His team runs campaigns in two equivalent markets, and they check whether their spend is having the impact we thought it is having. AKA, geo-testing. 🌎️ 

4. He set up demos from marketing *outside* the board meeting. They had kiosks/marketers explaining during board meeting breaks. 🪧

5. Brand movements take longer than individual campaigns, but then brand reputation might move fairly quickly. 💬

6. He asked his CFO to embed a "marketing CFO" in his org (dual reporting to CMO/CFO). He found it better to have them explain how marketing is moving the needle to the CFO than doing it himself. More credibility. 🤝 

This is how the best brands do it. You can too. 

And no... you don't have to be MasterCard to be able to invest in better measurement 😉 Ask me how!

We didn’t create a magazine for content. We created it because we saw a lot of marketing noise crossing our feeds, and we wanted to help our community make sense of it all. I was personally motivated by 3 things:

We published our new quarterly magazine, Paramark Insider, last month.

The idea first emerged because I kept hearing the same thing from customers:

"Don’t just offer a product, help me keep up." 

So we’re doing exactly that, with 3 motivations in mind:

1: Customer-led learning 🤝 

Our customers already look to us for what matters. We run office hours to share what we’re testing, and how experts approach different channels. The magazine is the natural extension: one clean package, built for busy marketers who’d rather get clarity than scroll for inspo.

2: A snapshot in a chaotic quarter 📸 

Marketing changes daily. AI is accelerating the chaos. Instead of drowning in weekly hot takes, we’ll freeze the frame each quarter and say: these are the moves that mattered.... separate from the rest. It forces us to learn, and it helps you stay ahead without the overwhelm.

3: Community to build on 🧑‍🤝‍🧑 

Great operators want to know what other great operators are doing. The magazine gives us a place to spotlight them: what’s working, what isn’t and the problems they’re solving. This is so you can sharpen your own playbook, but it's also so we can start conversations between marketers that wouldn't happen otherwise. This job is tougher than ever, but it's less tough if we talk about it together.

We’re starting digital… and yes, I’d love to make a print version soon 👀 

For now, our goal is to offer the best ideas of the quarter, pressure-tested for leaders who own a number.

If you’re a CMO/VP or marketer who wants to be part of our next edition... just reach out :)  

And read Issue 01 of Paramark Insider here: https://lnkd.in/gAt4B8gS

This year, a DTC health brand came to us to run a test. Not with marketing channels... but with measurement companies. Us vs. a competitor. I liked our odds. Not just for software, but for what actually sets us apart:

MMM and incrementality aren’t push-button methods. They’re messy, cross-functional, opinionated...

Marketers don’t need more data, curves and dashboards. They need a partner in the trenches.

Our edge: Data science + software AND growth advising. That human layer is where other vendors depart from us.

Bonus? Our Growth Advisory team are people who have actually been in your seat: former analysts, data scientists, marketers, etc.

If you’re running a vendor bake-off, steal this brand's idea👇

✅ Split scope across brands/products + countries
✅ Standardize inputs, timelines, success criteria
✅ Score three things equally:
- Model explainability
- Software usability + speed to insight (and then action)
- Human support + team fit

Yes, a sound scientific approach is the first, crucial piece of measurement. But the science won't get you nearly as far if your team can’t act on it or sell it to finance. 

Translation is a human job. That’s the hat we wear.

The 3 most common lies MTA vendors tell B2B marketers about incrementality, and how to spot them. I’m not naming names...but I saw this thread and had to speak up. No dunking, just hoping this helps you avoid bad decisions:

❌ Lie #1: "MMM + incrementality only work if you spend $1M/month."

✅ Reality: There’s no math that says you need a magic spend threshold to measure lift. 

Incrementality testing can start with your first dollar. If you’re putting $50k into a new channel and not testing for incremental impact, you're betting on guesswork. 

MMM is different, sure, but it needs time, not volume. At least a year of data but ideally two to three years of history, or it might be the wrong tool. 

❌ Lie #2: "B2B journeys are too long, so you can’t measure."

✅ Reality: Use leading indicators that move quickly and tie to revenue. Hand raisers on your site, stage-1 or stage-2 opportunities created, etc. 

Those signals respond to marketing investments fast, AND they correlate with closed-won. 

We can't wait nine months to learn if our mix is working! We watch the right early metrics and adjust. 

(And, P.S., if MMM/incrementality couldn't capture B2B journeys, do you really think clicks and touches would do the trick??)

❌ Lie #3: "Multi-threaded deals make lift unknowable."

✅ Reality: Yes, multiple contacts touch a deal. That doesn’t make measurement impossible! 

When someone asks for pricing, a demo... that’s a valid outcome to model and test against. Multi-threading is a sales reality, but it's not a measurement blocker.


I saw an MTA vendor make these claims, and they're... just plain wrong. MTA serves its purpose, but its purpose is definitely not accurately measuring marketing impact.

If you’re a B2B brand evaluating incrementality vendors but you're a little skeptical, ask them these 2 questions to start👇

1. How do you separate when to use incrementality testing vs. modeling, and explain why, in our brand context?
2. Do you anchor to leading indicators that tie to revenue? How?

Yes, you can start measuring incrementality the moment you invest.
Yes, use MMM when you’ve got the history to support it.
Yes, you can measure B2B journeys with incrementality.

Your tool should help you make the next hard decision about your spend – accurately. Incrementality is how you do it.

I see a lot of people preach about "hard work" leading to success. But it's not so simple. I personally remember a lot of "hard work" I did that went nowhere. Since founding Paramark, I lead with a more nuanced view:

Yes, GREAT things require sacrifice. 

But what "sacrifice" means isn’t universal. We each have different definitions of happiness, success and what a fulfilling life looks like. Our work should fit those differences.

And a founder's and an employee's definition of "hard work" should not be the same.

As a founder, I have an unhealthy level of obsession with work. My mind is always on. I have to figure out how to turn it off... for the sake of my sanity, my team, and my family.

But expecting every employee to have that same disfunction is foolish. 

Just saying "Nobody achieved anything without hard work" is an easy thing to put out there in the world, but it's a lazy message. 

I've done a lot of "hard work" that was really just an ill-advised practice in productivity theater. Did it help me create stamina? Sure... but more than that, it helped me pattern match on what not to do. 

(If you have more effective ways to figure that out for yourself, I highly recommend pursuing those paths... LOL.)

There's one thing I learned from a high school friend: Life is a game. 

You can play it on easy mode. You can play it on hard mode. You can have fun playing it, or you can be absolutely miserable. 

At the end of the day, you choose what you want. You're in control and you don't have to listen to any one telling you: "This is the playbook for success". 

No. You do you. 

If you want to work as hard as possible – if that makes you happy or gets you where you need to go – I'm all for it.

But hard work doesn't guarantee success. 

And not everyone's definition of success looks like hard work.

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