Sendoso's journey from reporting headaches to effortless data activation

Sendoso

INDUSTRY

Gifting and Direct Mail Platform

HQ

San Francisco, California

SIZE

200 - 500 Employees

#Challenges

1. Slowed down by their previous B2B attribution solution

Before discovering Dreamdata, Sendoso struggled with their previous attribution vendor, HockeyStack. The tool promised insights but delivered a complex ‘black box’ that required extensive manual workarounds.

For every report produced, the Marketing Operations (MOps) team would spend a significant amount of time just to ensure the data was accurate.

This created an unfortunate bottleneck, where the marketing team was prevented from moving fast, and they couldn’t trust the insights.

2. Team wide lack of trust in reporting

Sendoso's previous attribution tool offered an incomplete and inaccurate view of the B2B customer journey.

The data was unreliable, making it difficult for Austin’s team to trust which channels and campaigns actually influenced pipeline and revenue.

3. Activating data was nearly impossible

Sendoso's go-to-market data was siloed and difficult to act on.

Building audiences meant either manually stitching together spreadsheets (a frustrating and error-prone process) or relying on CRM and marketing automation platforms, which left audiences incomplete.

The result was slow execution, inefficient targeting, and wasted ad spend. The team needed a way to easily turn their data into action and move accounts through the funnel with precision.

“Other tools sell you a 'black box' of whatever you'd like to do. From past experience, managing that attribution tool and its complexity was a full-time job for my MOps team. It didn't work and was more work than the value it gave us.”

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso

"I just didn't feel confident in the reporting and the data with the other platform"

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso

“Before Dreamdata we were building audiences in Marketo or Salesforce. But they lacked the granularity we can get now”

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso

#Solution

1. Attribution everyone can use

Dreamdata turned complexity into usability. Unlike their previous black-box tool that created endless Ops work, Dreamdata puts MOps in control.

Data accuracy is handled at the foundation, not rebuilt for every report. Austin’s team gets out-of-the-box reports and attribution models they can customize to instantly answer the questions that matter to their unique GTM.

2. The complete B2B customer journey

Dreamdata’s tracking captures anonymous and known activity from the moment visitors land on Sendoso’s website. Combined with integrations across their go-to-market tools, this data is stitched into a complete B2B customer journey map, from first touch to closed-won.

With this unified foundation, Sendoso can measure exactly how channels and campaigns impact every stage of the funnel.

3. Effortless data activation

Dreamdata empowers Sendoso with immediate access to their go-to-market data.

Through the Activation Hub, the team can define precise, high-intent audiences with unlimited filters and push them directly to LinkedIn and Google Ads. Audiences update automatically as accounts progress through the funnel.

No more manual spreadsheets, CSV uploads, or incomplete audiences - just a straightforward way to run targeted campaigns and keep accounts moving!

#Results

1. 18 hours saved, every month

After switching to Dreamdata, Sendoso saw a dramatic increase in efficiency. The MOps team slashed the time required for data accuracy from 20+ hours a month down to less than 2 with Dreamdata.

With MOps no longer tied up in manual fixes, the marketing team gets faster access to reliable insights, enabling both teams to spend more time on strategic, revenue-generating work.

2. Marketing’s impact tied straight to revenue

With Dreamdata, Austin and his team can clearly link marketing activities to revenue. When executives see the same data, the numbers are trusted, not challenged.

This alignment gives marketing the authority to shape budget and investment decisions.

3. Smarter spend with hyper-targeting of accounts

With Dreamdata’s Activation Hub, Sendoso's marketing team can finally focus their spend on relevant accounts. Precise audiences synced daily to LinkedIn and Google ensure their campaigns reach high-intent accounts at the most timely moments.

This shift from spray-and-pray tactics to personalized targeting is driving better outcomes and maximizing their return on marketing investment.

(Bonus) Marketing arms sales to act on intent, powered by Dreamdata

An additional benefit of adopting Dreamdata was the ability for Sendoso’s marketing team to equip sales with accounts showing real buyer intent.

With Dreamdata Notification’s, Austin can trigger alerts when accounts show meaningful engagement, like a key stakeholder visiting a product page. Reps get notified in Slack, giving sales the chance to engage accounts ahead of competitors.

“Being able to generate audiences from signals and intent, then push them straight to LinkedIn has been a massive unlock for us.”

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso

"We're really excited about Dreamdata notifications. Being able to push these alerts, based off of intent signals surfaced by AI, to sales, is huge opportunity for us”

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso

SendosoCognism

Sendoso is one of the leading sending management platform, helping B2B companies engage prospects, customers, and employees through personalized gifts, branded merchandise, and direct mail. By integrating directly with sales and marketing systems, Sendoso enables revenue teams to deliver memorable experiences that build stronger relationships, accelerate pipeline, and drive measurable growth.

Austin Sandmeyer, Director of Growth & GTM Engineering Strategy at Sendoso, leads initiatives that connect growth marketing with go-to-market execution. His role focuses on building scalable programs, engineering data-driven processes, and ensuring that marketing and sales investments directly tie to revenue outcomes.