How Anvilogic Moved from Fragmented ABM and Reporting to Data-Driven GTM
automatically enroll contacts into Outreach while pushing alerts to sales in Slack.
QBR prep takes seconds, with instant access to tailored, relevant reports.
Accelerated adoption across the GTM teams.
“It started with attribution but quickly evolved. Our product marketing team uses it for launches, our demand gen team uses it heavily for paid media campaigns – it even reveals in-market buyers we didn’t previously know about.” — Chas Larios, VP Marketing @ Anvilogic
The Who
Anvilogic is a Series C AI security operations startup redefining detection engineering. They use AI agents to map threats, assess telemetry, and recommend detections based on customer environments.
Leading the marketing function is Chas Larios, who has spent her career building cybersecurity marketing engines from the ground up at organizations like Palo Alto Networks, Secureworks, and VMware Security. Upon joining Anvilogic, she worked with her team to modernize the company’s marketing tech stack and adopt a more data-driven, scalable approach to go-to-market.
The Problem
Before adopting HockeyStack, Anvilogic struggled with limited visibility and misaligned tooling. The team had inherited 6sense and HubSpot, but both posed significant challenges:
- Siloed and fragmented reporting made it difficult to compile full customer journeys—QBR prep took hours, involving data pulls from LinkedIn, HubSpot, webinars, and more.
- Low sales adoption hindered alignment; tools were complex and underutilized.The sales team couldn’t easily access or interpret the data that marketing had at their fingertips, which impacted cross-functional alignment.
“[6sense] was hard to implement, especially for sales — they weren’t really using it.”
- Lack of Signal-Based GTM limited the team’s ability to trigger timely and automated actions based on real buyer activity.
- Limited visibility into pre-conversion engagement, and how marketing channels influenced one another and pipeline.
The Requirements
“To do signals-based GTM right, you need a strong tech stack and a data-driven marketing team.”
The team needed more than a replacement for legacy tools—they needed a purpose-built solution for data-driven, signals-based GTM. Key requirements included:
- Instant visibility into full-funnel account journeys
- Real-time interpretation and action on buyer signals
- Native integrations with Outreach and HubSpot
- Workflow automation between marketing insights and sales action
“We started thinking—how do we take the next step beyond aggregating data and having reports?”
The Alternatives
Anvilogic evaluated several platforms. While 6sense and Hubspot were already in place, they lacked key capabilities and failed to drive sales adoption. Other tools didn’t address the full GTM motion.
HockeyStack stood out for its speed, usability, and breadth.
“What really wowed us at first was how fast we could look at a customer we had won and view the entire journey—click on one account and instantly see everything that happened, by person or at the account level, all in one screen.”
The Insights
Anvilogic adopted HockeyStack initially to understand campaign performance, but quickly expanded its use across product marketing, demand generation, and sales.
- Product Marketing tracked ICP engagement and measured the pipeline and revenue impact of product launches.
- Demand Gen analyzed how LinkedIn, Google Ads, and Reddit worked together, enabling better targeting and performance evaluation.
- Sales received enriched buyer signals via Slack and HubSpot, eliminating the need to parse dashboards.
“It started with attribution but quickly evolved. Our product marketing team uses it for launches to track whether accounts in our ICP are engaging, and how that engagement influences pipeline and revenue. All of these signals go into one place to help our team prioritize which accounts to go after and when.”
This led to a cultural and strategic shift from legacy attribution models to a signals-based GTM approach.
“We’re not focused on attribution per se — we’re a data-driven org focused on what’s actually working.”
The Results
With HockeyStack, Anvilogic shifted from fragmented and manual tools to a data-driven, automated, and scalable GTM strategy. The marketing team replaced hours of manual reporting with instant, full-funnel visibility into account journeys.
“Before, compiling a customer journey for a board meeting or QBR took hours... Now we can click on a single account and see everything in one screen — by person, by account.”
Key results include:
- Reporting time reduced from hours to seconds, replacing stitched-together spreadsheets with instant, unified views.
- AI workflows will detect in-market behavior and automatically enroll contacts into Outreach while pushing alerts to sales in Slack or HubSpot.
- Product marketing measures real-time impact of launches on ICP engagement, pipeline creation, and revenue.
- Demand gen gains visibility across channels, optimizing media spend and uncovering in-market accounts.
- Sales acts on enriched, contextual signals instead of hunting through dashboards.
“Sales doesn’t always have the bandwidth for [digging into dashboards]. That’s why AI workflows are a game-changer.”
HockeyStack’s collaborative approach helped accelerate adoption and innovation.
“We’ve been an early HockeyStack customer, and your CS team has been in the trenches with us since day one.”
“It’s been fun to grow together with another startup that gets excited about data.”