B2B attribution platform Dreamdata has appointed software veteran and go-to-market strategist Dave Kellogg to its board as the company reports more than 400% revenue growth over the past two years.
Kellogg is widely recognised in the SaaS industry through his Kellblog publication and brings more than three decades of experience spanning CEO, CMO and board-level roles. His career includes leadership positions at major enterprise software companies including Salesforce, Planful and Business Objects.
According to Dreamdata CEO Nick Turner, the average B2B buyer journey now spans 272 days, involves 88 touchpoints and includes 10 stakeholders, making it harder than ever for organisations to understand what is driving commercial outcomes.
Kellogg believes many attribution challenges stem from a long-standing flaw in how organisations approach measurement.
“The original sin in B2B attribution was trying to solve a marketing problem inside a sales system, reducing a complex buyer journey to a single source field in a CRM, stripped of context,” he said.
“Dismissing attribution doesn’t help, because the underlying questions don’t go away: what’s driving revenue, where should we invest, and where should we stop? Dreamdata understands this better than anyone and has built a platform that answers those questions.”
Founded by former Trustpilot executives Lars Grønnegaard and Steffen Hedebrandt, Dreamdata provides B2B marketing teams with visibility across the customer journey, helping organisations identify which activities are influencing pipeline and revenue.
The company has expanded its presence across North America and Europe and now employs close to 100 people across offices in Copenhagen and New York.
The board appointment follows a period of significant growth for the business. Dreamdata raised $55 million in a Series B funding round last year to support the development of new AI-powered capabilities and product features.
Turner said Kellogg’s experience would help guide the company through its next phase of growth.
“We built Dreamdata to give marketers credibility and the confidence of knowing how marketing actually drives revenue,” he said. “Dave understands the challenge deeply, and his experience as both a CMO and a CEO is exactly what we need at this stage of our growth.”
