B2B revenue analytics that stitches ads, website, CRM and marketing automation into one account journey, then lets an AI analyst answer pipeline and spend questions from it.
What is
HockeyStack
HockeyStack only earns its place at a company with enough marketing spend and enough closed deals for attribution to change a decision. It pulls your CRM, marketing automation, ad platforms, website tracking and warehouse into one dataset, stitches anonymous visits onto named accounts without cookies, and ties every touchpoint back to pipeline and revenue. Atlas is the layer underneath, ingesting the raw data, matching identities across sources and applying your own funnel stages and channel definitions. Above it are nine attribution models you can switch between, lift reports that compare exposed accounts against unexposed ones, and account timelines that drill down to the individual deals behind a number. Odin, the AI analyst built on that data, takes plain-language questions about which campaigns drove pipeline or where the next $500k of budget should go, and answers inside the app or in Slack. Saved prompts email the same analysis weekly, and the newer Revenue Agents push into account scoring, stakeholder maps and rep tasks. HockeyStack pays for itself at companies spending seven figures a year on marketing, because moving 3% of that budget covers the roughly $30,000 median contract. We have not used it for a client, so this comes from the docs and public contract data. Below that spend, too few deals close for multi-touch models to settle an argument.
Integrations and the modern GTM stack
HockeyStack only works if the data lands, so the connector list is the product as much as the dashboards are. It is a closed list of roughly thirty named platforms across CRM, marketing automation, ads, ABM, warehouses and support tools, with a website script doing the anonymous tracking.
Salesforce and HubSpot | The CRM is the first thing onboarding asks you to connect because everything else hangs off it. Data syncs immediately without property relation mapping, and HockeyStack pushes attribution fields back into Salesforce. ActiveCampaign and Freshsales are also listed as CRMs. |
Marketing automation | Marketo, Salesforce Pardot, Oracle Eloqua and HubSpot Marketing Hub. Using Salesforce as the CRM and HubSpot as the marketing tool is a supported and common setup, and email and form activity from these systems become touchpoints in the journey. |
Ad platforms | LinkedIn, Google, Meta, Bing, Reddit, TikTok, X, AdRoll, StackAdapt and Capterra bring in spend and campaign data, which is what makes cost per lead and return on ad spend possible. Ad platform syncs can take 48 to 72 hours on first connection. |
ABM and intent | 6sense, Demandbase, Bombora, RollWorks, Albacross and G2 feed third-party intent and account engagement into the same model. Buying one of these alongside HockeyStack means you are paying twice for overlapping account signal, which is worth pricing out before renewal. |
Warehouses and DataSyncs | Snowflake, BigQuery, Amazon Redshift, ClickHouse, Amazon S3 and Google Sheets connect in both directions. You can import historical website actions, custom actions and properties, and push modelled data back out, which is the main escape hatch when a connector does not exist. |
Workflow destinations | Account Intelligence workflows send accounts and scores to Salesforce, HubSpot, Pardot, Outreach, Salesloft, Apollo, StackAdapt, the LinkedIn, Google and Meta ad networks, Slack and a generic webhook. This is where the analytics turns into something a rep or a campaign acts on. |
Slack and Odin | Odin answers in any Slack channel or DM when you tag @hockeystackodin, and saved prompts can be scheduled daily, weekly or monthly to email an analysis to a list of recipients. Journeys and view updates can also be pushed to Slack and to webhooks. |
Website tracking script | A JavaScript snippet installed on every connected domain and subdomain separately. It works cookieless by default with no IP collection, and cookie-based tracking is available as a switch if you want it. |
What is missing | The docs say outright that Zapier is unsupported, including routes to Gong, Nooks and GA4. There is no Clay connector, no live CDP entry despite the category filter on the integrations page, and no public API reference anywhere in the documentation index. Anything off the list goes through the webhook node or the warehouse. |
Pro’s
Lift reporting compares accounts that saw a campaign against accounts that did not, and that is the closest thing here to causality, which matters most for events and brand spend that touch-based models flatter.
Odin takes questions in plain language and answers in Slack, so the weekly reporting request that used to queue behind one ops person becomes something a CMO does before the meeting.
Nine models shown side by side let you present the same quarter under first touch, linear and W-shaped, and a credit argument between paid and content ends faster when everyone sees the spread.
Every metric drills into the accounts and touchpoints behind it, so a marketer in a board meeting can open the actual deals instead of defending a score nobody can inspect.
Tracking works without cookies, data lives on AWS in Frankfurt and no IP addresses are collected by default, which shortens the privacy review a European buyer has to do.
DataSyncs move data both ways with Snowflake, BigQuery, Redshift, ClickHouse, S3 and Google Sheets, so the modelled output lands back in storage you control rather than staying locked in the dashboard.
Cons
Pricing is quote only and the pricing page is a lead form with no numbers on it, so you cannot size a budget without sitting through a demo cycle first.
Onboarding is sold as insights in under an hour, but the learning curve is the single most repeated complaint in G2 reviews, where buyers describe weeks of work before reports feel trustworthy and a technical owner holding the channel definitions and UTM structure.
Account Intelligence bills in credits, at 4 per company for contact discovery, 8 per company and persona for a stakeholder map and 5 per company for a high-effort AI property, so the agent layer carries usage cost above the subscription.
The integration list stops at roughly thirty named tools, the docs state plainly that Zapier is unsupported, and the documentation index carries no public API reference, so anything outside that list rides on webhooks and warehouse syncs.
The product is expanding into sales execution with Revenue Agents, prospecting tasks and rep coaching, and that is a different bet from measurement, so watch where the roadmap attention goes if what you bought was the reporting.
Pricing
Marketing Intelligence
Custom quote only, no public list price
Attribution page and out-of-the-box dashboards
Nine attribution models and lift reports
Buyer journeys and cookieless website tracking
Odin AI analyst with saved and scheduled prompts
Account Intelligence
Custom quote only, plus metered credits for AI features
Explainable account and intent scoring
Account plans and next best actions
AI stakeholder maps and contact discovery
Workflows into CRM, sequencers and ad platforms
Revenue Agents
Custom newer sales execution layer, sold with the platform
Deal tasks built from calls, email and CRM activity
Prospecting agent and AI properties
Signals for fit, timing and context
Team acceptance and execution tracking
Enterprise
Custom highest observed contracts, scoped on volume and support
High tracked contact and touchpoint volumes
Custom data models and account hierarchies
SSO, MFA and dedicated customer success
Warehouse connections and two-way syncs
How it fits your stack
Alternatives
At a glance
Cookieless tracking from anonymous visit to closed won
Nine attribution models you can switch between
Lift reports for incrementality on events and brand
Odin AI analyst in the app and in Slack
Atlas data layer with identity resolution
Account scoring, stakeholder maps and account plans
Snowflake, BigQuery, Redshift and S3 syncs
Workflows push to Salesforce, Outreach and Salesloft
Read some of our client stories
GTM Workflows
Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
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