How CreatorIQ’s GTM Team Replaced 30-Hour Dashboard Builds with Forward-Looking GTM Insights

The Who

CreatorIQ is an influencer marketing cloud software platform that helps brands manage their influencer campaigns from start to finish. It provides tools for discovering creators, managing partnerships, tracking campaign performance across multiple social media platforms, and measuring return on investment. The platform aims to provide a single source of truth for brands to build, manage, and scale their influencer marketing efforts.

Brett Kobold is the Director of GTM Engineering at CreatorIQ. His team sits at the intersection of systems, data, and strategy. His role is to empower the company’s go-to-market teams—marketing, sales, and revenue leadership—with the tools and insights needed to hit aggressive pipeline and growth targets.

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The Problem

When Brett joined, the team was relying on internal dashboards to guide GTM strategy. On paper, the reporting stack was solid. In practice, it wasn’t working. The dashboards told the story of what happened, but not what to do next.

“I could build hundreds of dashboards—and I have—and frankly, that doesn’t matter. It’s just monitoring lagging indicators.”

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Legacy tools focused on lagging indicators. Internal builds also created barriers. Getting teammates to adopt the tools was hard. The reports were complex, lived across different systems, and were hard to keep up to date. Insights often stayed siloed with the people who built them.

“The actual power of this type of tool is telling a story that changes people’s minds.”

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Brett needed something that helped the team move forward, not just look backward. They could report on what already happened, but couldn’t guide what should happen next. The team needed something faster, smarter, and more intuitive—a system that helped them uncover revenue opportunities proactively.

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The Alternatives

The team considered continuing with internal builds, but the cost of that path was clear. Each new report took 30 or more hours to develop and depended on Brett’s institutional knowledge to interpret. Scaling that process would mean more enablement, more training, and a lot more time.

I don't need another solution that just took the first touch and last touch properties from HubSpot, from the history table and like, put those in a view.

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Even with more resourcing, building internally wouldn’t solve the underlying problem: the team needed a faster way to generate strategic ideas, validate them, and act on them without relying on a centralized BI function.

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The Requirements

Brett was looking for a platform that could do more than just last-touch attribution.

To truly support the GTM team, it needed to:

• Go beyond channel performance and help uncover the “why” behind the pipeline
• Enable idea generation—not just reporting
• Eliminate the manual lift behind every campaign analysis
• Reduce the team’s dependency on custom logic and dashboards
• Help leadership understand what’s working and what’s next

Most importantly, it had to be fast and intuitive enough for others to use without needing a data background.

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The Insights

Brett and the team finally had a system that could think with them with HockeyStack.

They started by using the platform to analyze pipeline and attribution—looking not just at what channels were contributing, but how they interacted across the journey.

Instead of pulling fragmented data into manual workflows, Brett uses HockeyStack to:

• Observe buyer behavior in real time
• Generate hypotheses to test
• Build narratives that change executive minds
• Strategize pipeline acceleration plays with clarity and confidence

The team also adopted the platform quickly. Instead of needing training to interpret custom dashboards, team members could self-serve insights and contribute to strategic conversations directly.

And because HockeyStack’s underlying tech aligns with where GTM strategy is headed—AI-powered, insight-first—it has become a strategic advantage for the team.

“Odin is so cool. I’ve been deconstructing how it works behind the scenes. I love it. This is where the future of GTM tech is going.”

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The Results

For Brett, HockeyStack didn’t just replace internal dashboards. It replaced the need for internal dashboarding altogether. The team now works faster, thinks more strategically, and aligns more easily on what’s next.

HockeyStack gave Brett’s team a new kind of advantage: the ability to think ahead.

• Massive time savings: What once took 30+ hours of development now happens in a single session
• High adoption across teams: The platform is accessible enough for marketers, sellers, and leaders to use without relying on Brett
• Efficient workflows: Insights are generated in minutes, not days
• More creativity: Less time spent building, more time spent strategizing
• Better conversations: GTM meetings now focus on decisions, not just reports

“The most powerful functionality is the ability to supercharge idea generation. If I can go to my boss and say, I’ve found a way to make an additional half million dollars in pipeline—that’s what matters.”