How Delve Scaled Demos Booked with HockeyStack’s AI Analyst
by eliminating manual reporting and spreadsheet stitching.
allowing a 2-person team to run like a full RevOps department.
weekly test-and-learn cycles implemented, tied to actual demo outcomes.
“Now we can actually test ideas with HockeyStack: ‘If we spend this much here, what do we get back?’ It’s not just guessing anymore—it’s measurable. HockeyStack is our mission control for everything marketing." — Selin Kocalar, Co-Founder & COO @ Delve
The Who:
Delve is an AI-native compliance platform that helps companies, from emerging startups to large enterprises, achieve and maintain compliance with less manual effort. With a rapidly growing customer base that includes leading AI innovators such as Lovable, Bland, and ElevenX, Delve’s success depends on one key metric: demos booked.
Selin Kocalar, Delve’s co-founder and COO, leads revenue operations and go-to-market strategy. As the team entered a period of rapid growth, she needed a more efficient way to scale marketing efforts, optimize budget allocation, and focus on high-return initiatives, all without increasing headcount.
The Problem:
Delve’s marketing efforts were scaling faster than their systems. With only two team members running GTM, they were:
- Manually estimating ROI across disconnected tools like spreadsheets, ad dashboards, and newsletter logs.
- Spending days every month end reconciling marketing costs and results.
- Operating without real-time visibility into what was actually driving booked demos.
- Investing budget into channels blindly without the data to optimize confidently.
“Sometimes it felt like a circus. We were throwing budget at different things, hoping they worked—but we didn’t know what was actually driving the demos.”
The Requirements
Delve’s team was clear: they needed an AI-native analytics partner that could keep up with the speed and complexity of a modern GTM motion. They prioritized finding a solution to support agile decision-making and experimentation.
Top priorities included:
- Real-time insight into demo contribution by campaign, channel, and experiment
- AI-powered analysis without needing to parse data manually
A system to handle both attributable and non-attributable influence - Visibility into month-over-month trends and pipeline contribution
The Alternatives:
Before adopting HockeyStack, Delve tried to make do with:
- Google Ads dashboards and spreadsheets to track newsletter spend
- Manual recon of performance metrics across disconnected tools
- A general understanding that “X budget in = Y demos out” with no idea which activities drove outcomes
This approach couldn’t keep pace with their growth. It lacked precision, context, and scalability. Delve needed a system that matched the speed of their GTM motion.
The Insights:
With HockeyStack in place, Delve immediately unlocked the performance visibility they’d been missing.
AI Reporting On-Demand: Odin, HockeyStack’s AI marketing analyst, became a daily habit for Selin. Her live queries are answered instantly, eliminating hours of ad hoc data pulls.
“I was in a meeting and someone asked how much we’d spent to date. I asked Odin, and it gave me the exact number—live, in seconds. That’s when I realized it’s value”
Attribution that Drives ROI: HockeyStack quantified demos booked by channel, campaign, and stream, giving Delve clarity on where to double down. Weekly experiments could now be structured and measured: “If we invest X, how many demos do we expect—and what’s the actual return?”
Unified Marketing Visibility: Delve eliminated hours of manual recon. The team no longer stitched together spreadsheets and dashboards at month-end. With HockeyStack, all touchpoints lived in one system. Insights were unified, live, and actionable.
“Before, we had one spreadsheet for newsletters, another dashboard for ads, and nothing that tied it together. Now we know which channels actually convert, not just which ones feel like they work.”
The Results
Delve’s GTM transformation was immediate and measurable.
- Real-time attribution across all marketing streams, tied directly to demos booked
- Hours saved each month on manual reporting, replaced by automated dashboards
- Faster decision-making, powered by AI summaries from Odin
- A mature, experiment-driven marketing engine operating with clarity and confidence
“We’re not wasting time anymore. Everyone sees what’s working—attribution, spend, experiments, all of it—and we can act on it immediately.”
Delve didn’t just adopt a better attribution tool. They built an AI-powered GTM system. For a company that runs on booked demos, HockeyStack is the engine behind every decision, helping to scale the impact of their 2-person GTM team.
“In a world moving this fast, you can’t rely on standard dashboards. HockeyStack gives us proactive insights and real-time visibility. That’s how you win.”