How Airbyte Rebuilt GTM with HockeyStack AI Analytics
Marketing operates independently without relying on data or RevOps teams.
Sales, Marketing, and RevOps use a unified data source.
Weekly performance reviews lead to rapid campaign adjustments.
“I think Odin is kind of like the analyst I wish I had on the team. I can just sit, have coffee, and really see at a 360-degree level what’s working and what’s not working. It’s been a game-changer.” — Mario Moscatiello, Head of Growth @ Airbyte
The Who:
Airbyte is a San Francisco-based data movement platform designed for enterprise environments. The company helps organizations centralize and sync data from hundreds of sources, empowering teams to move fast with accurate, accessible data.
Mario Moscatiello, Airbyte’s Head of Growth, officially joined the team two quarters ago after advising the company for over five years. With a decade-long career spanning developer tools, data platforms, VC, and GTM strategy, Mario brings a unique perspective to growth leadership—one shaped by a deep understanding of both product and market dynamics.
The Problem:
Before adopting HockeyStack, Airbyte was using a multi-touch attribution platform that promised comprehensive visibility but failed to deliver. The vendor struggled with implementation issues and reliability, creating a gap in understanding how GTM motions were driving pipeline, especially in an enterprise sales motion involving multi-person buying committees.
Fragmented insights made it difficult to understand the full journey across a complex buying committee, which was critical given Airbyte’s enterprise focus.
Key challenges included:
- Incomplete and inaccurate attribution across long enterprise buying journeys.
- Delays in getting insights due to dashboard dependencies on other teams.
- Inefficiencies in sales-marketing collaboration from lack of unified visibility.
- Inability to pivot quickly based on performance due to outdated tooling.
The Requirements
Mario’s vision was clear from the start: build a unified GTM engine rooted in data, speed, and agility. He needed a platform that could enable a zero-based budgeting approach—where every dollar spent is justified by real performance data.
Mario’s Must-Haves:
- True Full-Funnel Attribution: Across every persona and touchpoint in the buying committee.
- Self-Serve Analytics: No dependence on RevOps or data teams for reporting.
- Unified GTM Visibility: One platform for marketing, sales, and operations.
- Flexible Architecture: Rapid modeling, channel additions, and iterations.
- Fast, Reliable Support: A partner who could move at startup speed.
“If I wanted to set up a great strategy, I needed to first sort attribution. HockeyStack gives me the 360-degree view I was missing.”
The Alternatives:
The Airbyte team evaluated five different vendors as part of their process. Most fit into two categories:
- Legacy players with rigid architecture and long onboarding cycles.
- New entrants with unproven ROI and limited credibility.
Only HockeyStack struck the right balance—enterprise-grade tech with startup agility.
“I had heard of HockeyStack before, and for me it was a no-brainer. Just looking at other friends having a lot of success with the platform… I knew the technology was validated and working for other customers.”
The Insights:
While the initial goal was attribution, the platform quickly became the foundation for a unified GTM strategy.
“People think about attribution as just ROI on specific channels… But we look at every single deal in the pipeline—what all the touchpoints were, how they were spaced across the journey.”
Today, multiple teams across Airbyte are in the platform:
- SEO & SEM leads make real-time optimizations based on live data based on AI insights
- RevOps uses AI journey insights to align sales motion and inform outbound efforts
- Sales uses attribution to determine whether to double down on outbound or event strategies
- Leadership uses the platform for strategic budgeting and pipeline forecasting
“We know we’re selling an enterprise product. It’s not a one-person decision. There is a buying committee… Having that bird’s-eye view on every single deal and everything in the pipeline really makes sure we’re not missing a beat on tailoring our strategy.”
The Results
HockeyStack didn’t just improve attribution—it redefined how the team thinks about growth.
“From a product perspective, it enables my team to be self-served. We don’t have to rely on anybody to build dashboards. And the fact that we can track everything across the customer journey makes sales and marketing collaboration very easy and efficient."
Key Results Include:
- Self-Serve AI Insights: No more bottlenecks. Marketing acts independently, with full control over modeling and reporting.
- Agile Execution: Weekly AI reviews inform instant campaign pivots and investments.
- Cross-Functional Alignment: Sales, RevOps, and Marketing operate from the same dataset.
- Zero-Based Budgeting: Each quarter starts with a clean slate, driven by performance data—not historical bias.
- Speed of Innovation: Product feedback is implemented rapidly, thanks to direct access to HockeyStack’s founding team.
“When I put my VC hat on, I’m investing in a team and a vision. I know HockeyStack is building for where the market is going. That’s what I want in a partner, and this is just the beginning. I’m excited to see what we’re going to build together over the next few years.”