Case Study: Yext Modernizes GTM Intelligence and Pipeline Measurement with HockeyStack

Yext scales GTM reporting with HockeyStack and gets 20+ marketers logging in weekly

Yext, a leading brand visibility platform, faced a challenge with its outdated marketing measurement framework. Their homegrown system and Salesforce reporting forced a binary view of opportunities as either sales or marketing sourced, which failed to reflect the complex B2B buyer journey. This led to over-investing in easily attributable lead-gen tactics, a poor buyer experience from over-gated content, and an inability to measure the impact of top-of-funnel efforts like brand awareness. They needed a modern solution from a vendor like HockeyStack to unify spend and performance data and measure anonymous visitor influence.

By implementing HockeyStack, Yext gained a modern attribution and reporting foundation. The solution provided credible, drill-down reporting that connected full-funnel engagement to pipeline influence, allowing the team to measure the impact of previously unmeasurable channels like organic search and LinkedIn Thought Leadership Ads. This enabled Yext to ungate content, make brand awareness investable, and build stakeholder trust by showing the exact deals behind every metric. The results included a fundamental shift to influence-based measurement, scalable self-serve reporting for over 20 users, and the automation of operational workflows with HockeyStack's Odin AI.

Yext