## Marketing analytics Customer Story

# Vena Solutions Finds Its True North with CaliberMind

_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._

Vena's Success Story with CaliberMind - YouTube

###### The Client

**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.

###### The Story

## **The Challenge: Scaling without Sight**

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.

## **How CaliberMind Transformed Vena’s Revenue Strategy**

> **“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

#### **1. Multi-Touch Attribution That Makes Sense**

CaliberMind enabled Vena to attribute value across all meaningful interactions, not just the first or last touch. This included:

- Whitepaper downloads  
- LinkedIn ad views  
- Webinar attendance

#### **2. Buying Group Visibility**

Understanding that deals close through committees, not individuals, CaliberMind showed which personas engaged, when, and how. This empowered sales to:

- Prioritize key decision-makers like CFOs  
- Involve IT and other stakeholders as engagement patterns emerged

#### **3. Event Impact with Depth**

Vena’s event strategy matured beyond measuring attendance. With CaliberMind, they could:

- Assess influence on pipeline  
- Identify long-tail event impact  
- Allocate budget to high-conversion events

#### **4. Measuring the Unmeasurable: Podcast Attribution**

Their podcast, _The CFO Show_, was previously untrackable. With CaliberMind, they observed:

- A 17% month-over-month spike in CFO engagement after launch  
- Correlation strong enough to justify reinvestment

#### **5. Data That Earns You Budget**

The Vena marketing team now enters board meetings with:

- Data on average touchpoints per deal  
- ROI models for budget planning  
- Proof of influence, not just activity

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.

### **FAQs**

**How did CaliberMind improve Vena Solutions’ attribution?**  
By implementing a multi-touch model, Vena gained full-funnel visibility and could measure the influence of each marketing interaction.

**What impact did events and podcasts have on Vena's pipeline?**  
Events showed long-term pipeline influence, while their podcast correlated with a 17% increase in CFO engagement.

**Why did Vena switch from single-touch to multi-touch attribution?**  
To reflect the complexity of B2B buying decisions and avoid misguided budget decisions.