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CASE STUDIES

How Zenhub Pivoted to Sales-Led Growth with HockeyStack’s AI Analyst Odin

“Odin has massively helped our go-to-market reporting. What used to take hours now takes minutes, giving us fast clarity on attribution, channel performance, and what’s actually driving revenue." — Rich Elliott, Demand Generation @ Zenhub

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The Who:

Zenhub is a leading project management platform purpose-built for software development teams. Seamlessly integrated into GitHub, Zenhub helps technical teams plan, track, and prioritize work without ever leaving their repositories.

As the company matured beyond a product-led motion, Zenhub recognized the need to scale its go-to-market (GTM) strategy. This shift placed demand generation and sales-led growth (SLG) at the forefront, creating an immediate need for data-driven decision-making and marketing attribution.

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The Problem:

Zenhub was historically a product-led growth company, thriving on organic channels and user adoption. However, as they leaned into a broader GTM motion with outbound, paid, and demand gen strategies, new challenges emerged.

The company lacked visibility into the full customer journey. Their existing attribution model relied on first-touch reporting, offering a narrow lens into what was influencing pipeline. This made it difficult to:

  • Understand which channels truly moved the needle.
  • Align marketing and sales efforts effectively.
  • Justify or adjust budget allocation based on real impact.

Zenhub needed a way to orient their strategy around how buyers actually buy – not just how they were marketed to.

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The Requirements

To succeed in this new GTM era, Zenhub needed a platform that could:

  • Connect Disparate Data Sources: Aggregate signals from paid, organic, and outbound motions to see a complete picture.
  • Enable Full-Funnel Attribution: Track how multiple touchpoints influence MQLs and pipeline, not just the first interaction.
  • Drive Strategic Focus: Provide clarity on what campaigns and channels to prioritize based on revenue impact.
  • Uncover Content Impact: Go beyond vanity metrics to understand which assets truly influenced conversions.

Above all, Zenhub wanted a partner that could support their shift toward data-backed SLG without overwhelming internal resources.

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The Alternatives:

Although Zenhub didn’t go through a formal vendor bake-off, they did explore the landscape. Platforms like Metadata, Corral Data, and TripleWhale were on their radar. However, none offered the depth of insight or ease of implementation that HockeyStack did.

Ultimately, Zenhub chose HockeyStack for its ability to stitch together journey data in a way that directly informed GTM acceleration.

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The Insights:

HockeyStack didn’t just replace an attribution tool. It introduced a new GTM strategy model for marketing and sales collaboration.

  • Journey Analysis became core to Zenhub’s SLG playbook. The team could now see which content, touchpoints, and paths users took before becoming high-quality leads.
  • Lift Reports allowed them to understand the incremental impact of campaigns, helping to validate efforts and inform future investments.
  • Table Reports revealed how different initiatives compounded, helping Zenhub scale the right combination of efforts.
  • And most notably, Odin, HockeyStack’s AI analyst, played a transformative role in reporting and analysis.
“Odin has massively helped our go-to-market reporting. What used to take hours now takes minutes, giving us fast clarity on attribution, channel performance, and what’s actually driving revenue.” — Rich Elliott, Demand Generation @ Zenhub

With Odin, Zenhub teams no longer wait on static dashboards or backlogged data teams. They can ask questions and get immediate answers, making AI-powered insights a core part of their workflow.

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The Results

Since adopting HockeyStack, Zenhub has fundamentally changed how it executes its GTM strategy.

Key Outcomes:

  • AI-powered clarity from Odin: reporting that used to take hours now takes minutes.
  • 2× increase in MQLs and pipeline generation.
  • Full-funnel attribution insights now guide budget and resource allocation.
  • 16 users across 4 departments actively use the platform to inform daily decisions.
  • Shift from high-level metric tracking to actionable insights tied directly to revenue impact.

Zenhub is now well-positioned to accelerate its SLG strategy, with plans to deepen its use of HockeyStack to drive strategic forecasting and zero-based budgeting.