Companies that use Hockeystack

Source: Analysis of Linkedin bios of 287 companies that use Hockeystack

I analyzed these 100 HockeyStack customers and found they cluster around B2B software and technology-enabled services. These are companies selling complex products that require explanation: SaaS platforms for specific verticals (accounting, fleet management, cybersecurity), enterprise software infrastructure, financial technology, and specialized business services. Very few are pure consumer companies. The common thread is they're selling to other businesses with considered purchase cycles, often with multiple stakeholders involved in buying decisions.

These are predominantly growth-stage B2B companies. The funding data shows a concentration in Series A through Series C, with several later-stage companies mixed in. Employee counts typically range from 50 to 500, though there are outliers on both ends. Many mention recent rapid growth, awards, or recognition. They're past the experimental phase but still scaling aggressively. They've found product-market fit and are now focused on expanding market share and proving ROI to increasingly sophisticated buyers.

A salesperson should understand these customers are in the challenging middle phase: they have real revenue and customers, but face intense pressure to prove marketing efficiency and attribution. They're sophisticated enough to know vanity metrics don't matter, but still building out their go-to-market operations. They need tools that demonstrate clear business impact because they're being held accountable for pipeline and revenue, not just activity.

Source: Analysis of 100 job postings that mention Hockeystack

I noticed that HockeyStack buyers are predominantly Marketing Operations Managers (21%), Marketing Analytics Managers (16%), and Demand Generation Managers (13%), with Directors of Marketing and Growth (12%) also playing key purchasing roles. These leaders are building sophisticated marketing technology stacks and are responsible for proving marketing ROI to executives. Their job postings emphasize the need to connect marketing performance to pipeline and revenue outcomes, suggesting they're purchasing HockeyStack to solve attribution challenges and demonstrate marketing's business impact.

On the ground, HockeyStack users are marketing analysts, operations specialists, and demand generation practitioners who work with it daily alongside tools like Salesforce, HubSpot, Google Analytics, and 6Sense. They're building dashboards, running attribution analyses, optimizing campaigns across channels, and managing lead lifecycle processes. These practitioners need to consult with marketers to interpret data, validate new data sources, and create self-service reporting capabilities for cross-functional teams.

The pain points are strikingly consistent. Companies want to "connect marketing performance to real outcomes" and "translate marketing reporting into actionable insights." Multiple postings emphasize the need to "optimize multi-touch attribution models" and provide "visibility into buyer journeys and marketing impact." One role specifically calls for someone to "help shape strategies, guide decisions, and boost productivity" using HockeyStack and Salesforce together. The underlying theme is clear: these organizations are moving beyond vanity metrics to prove how marketing drives pipeline and revenue growth.

Source: Analysis of tech stacks from 287 companies that use Hockeystack

I noticed something striking about companies using Hockeystack: they're running sophisticated B2B revenue operations with a heavy emphasis on account-based marketing and sales coordination. This isn't a stack built for casual lead generation. These are companies investing serious money into identifying, tracking, and converting high-value accounts through orchestrated touchpoints.

The pairing of Hockeystack with Qualified and Chili Piper tells me these companies are obsessed with speed-to-lead for their target accounts. They're using 6Sense to identify which accounts are showing buying signals, then Qualified to instantly route the right prospects to sales conversations, and Chili Piper to eliminate any friction in booking meetings. UserGems appearing so frequently suggests they're also mining relationship data to find champions who've moved to new companies. This is pipeline generation at an industrial scale.

My analysis shows these are decidedly sales-led organizations, but with marketing playing a strategic role in account identification and warming. They're likely Series B to growth stage companies with average contract values high enough to justify expensive tooling for conversion optimization. The presence of Common Room indicates they're also monitoring community and product usage signals, suggesting many sell to technical buyers who research extensively before engaging with sales.

A salesperson approaching Hockeystack users should understand they're talking to revenue operations leaders who think in terms of account journeys, not individual leads. These buyers already believe in attribution and measurement, which is why they chose Hockeystack. They're dealing with complex, multi-touch B2B sales cycles and need to prove marketing's impact on pipeline. They likely have existing relationships with revenue operations consultants and are comfortable with technical implementations. Price sensitivity will be moderate because they're already spending significantly on their go-to-market stack.