How Coro Uses HockeyStack to Drive Qualified Pipeline
Paid ROI in the pipeline.
between Marketing and Sales by focusing on how marketing impacts pipeline and revenue.
Increase in closed won.
"I didn’t want leads—I wanted pipeline. With HockeyStack, I can finally see which programs are actually driving revenue, not just form fills. What used to take hours in Excel now takes five minutes—and the insights are 10x better." Justin Brock, VP of Demand Generation
The Who
Coro is one of the fastest-growing cybersecurity companies in North America, focused on an underserved market segment: organizations with small IT teams and limited in-house cybersecurity expertise. Its streamlined platform helps these companies secure their operations efficiently and affordably. Recently, Coro raised a $100M Series D round at a valuation exceeding $750M, cementing its leadership in the space.
Leading Coro’s marketing strategy is Justin Brock, VP of Demand Generation, who is responsible for scaling high-impact programs that deliver measurable growth.
The Problem
When Brock joined Coro, the company lacked a reliable way to measure the effectiveness of its marketing programs. Attribution was fragmented, and reporting was limited to basic in-platform analytics that emphasized last-click or first-click models. This left out the complex and multi-touch nature of real buyer journeys.
“Sometimes what the software is showing is not even remotely what caused the person to come to the site and convert.”
The tools available at the time couldn't accurately show how marketing efforts, particularly top-of-funnel ad campaigns, were influencing opportunities that led to closed deals. This made it difficult to justify budget allocation and optimize performance.
With multiple channels, products, and customer segments, and a significant media budget to manage, Coro needed clarity: which channels were driving qualified pipeline, and which weren’t?
Metrics like form fills and clicks were no longer enough. The marketing team set a new, clear north star: qualified pipeline—and sought a solution that could help them measure it effectively.
The Requirements
Justin needed a solution that could:
- Provide full-funnel visibility from marketing efforts to closed pipeline.
- Integrate seamlessly with Salesforce, LinkedIn, and other key platforms.
- Support flexible, custom reporting tailored to Coro’s demand gen needs.
- Be implemented quickly without heavy dependence on the sales operations team.
“We evaluated several vendors but chose HockeyStack for its reporting flexibility and customization and because we could get value out of it immediately. We were right. If I have a question, HockeyStack has the answer.”
The Alternatives
Before selecting HockeyStack, Coro evaluated solutions like Dreamdata and Bizible—both popular B2B attribution platforms.
“I’ve POC’d Dreamdata and Bizible. I’d recommend HockeyStack.”
Coro also considered building a solution to address these problems in-house, and trying native reporting in platforms like Salesforce and Excel-based analysis. However, these approaches proved too limited or time-consuming. Salesforce lacked robust multi-touch attribution, and stitching together reports in Excel was manual, error-prone, and unscalable.
“It would’ve been building a Frankenstein to try to stitch all those reports together through Excel.”
The Insights
With HockeyStack, the Coro team unlocked a powerful suite of insights almost immediately.
- Five-minute implementation: The platform was installed and operational within minutes.
- Custom reporting: Justin could create reports tracking every stage of the buyer journey—from ad impression to closed deal—without coding or spreadsheet gymnastics.
- Executive-ready visibility: During a quarterly review, before the sales ops team had ramped up, Justin used HockeyStack to prove that several key deals began with LinkedIn ad views.
- Seamless integrations: LinkedIn, Salesforce, and other tools connected with ease.
“HockeyStack sees all your Salesforce fields, so you can mirror any Salesforce dashboard and enrich it with web session and paid media data. They also track UTMs and capture organic/direct elegantly, so you're not flying blind outside tracked campaigns.”
Beyond attribution, Coro expanded its use of HockeyStack to uncover high-performing messaging themes across channels, as well as using HockeyStack automated intent scoring to optimize ABM campaigns in real time.
The Results
HockeyStack has transformed how Coro’s demand generation team measures and demonstrates its impact:
- Full visibility into pipeline: Justin could clearly connect ad programs to actual revenue-generating opportunities.
- Time savings: A task that would have required hours of manual reporting was accomplished in minutes.
- Better storytelling and reporting: HockeyStack enabled impactful insights during executive reviews.
- Deeper trust in marketing data: The team gained confidence in marketing’s influence on pipeline and strategic decisions.
“HockeyStack has enabled a better marketing/sales relationship. They ditch the MQL debate, and focus on how marketing impacts pipeline and revenue—where the real value is.”