Lative has acquired Mperativ, the marketing intelligence platform built by Daniel Raskin, Jim McHugh, and Paul Bryan to connect marketing activity to revenue outcomes.
Effective April 23, 2026, Mperativ’s Marketing Intelligence capabilities are a core module of Lative’s AI-native GTM platform. The combined platform gives CMOs, CROs, and CFOs a single system to operate the full revenue engine from one shared data foundation.
The acquisition brings together two halves of the modern GTM equation: Lative’s sales capacity planning and revenue forecasting, and Mperativ’s Marketing Intelligence, pipeline coverage analysis, and AI-native campaign attribution.
Why Lative acquires Mperativ now
For the first time, the CMO’s demand-generation data and the CRO’s capacity-planning data live in the same model, maintained automatically, auditable to the individual opportunity.
GTM teams have been operating with a structural split for years. Marketing intelligence lives in one platform.
Sales capacity planning lives in another. Finance models revenue in a third. When these functions need to align, in a QBR, a board meeting, or a budget review, someone has to manually reconcile three different data models and explain why the numbers do not match. That reconciliation is where strategy breaks down and where executive trust in marketing erodes.
The combined Lative + Marketing Intelligence platform eliminates that gap: one data foundation, one AI-native GTM analyst, one platform for the CMO, CRO, and CFO to operate from simultaneously.
Marketing intelligence and sales capacity planning have always been built as separate solutions for a reason nobody could actually justify. Revenue doesn’t live in two systems, it moves through one pipeline that marketing generates and sales converts.
When those functions operate from separate data models, the best outcome is polite disagreement at the QBR. Mperativ built the marketing side of that equation. Lative built the sales side. Together, we’re the first platform where the CMO and the CRO are looking at the same numbers before they walk into the same room.
Werner Schmidt, CEO, Lative
What Marketing Intelligence brings to Lative
Marketing Intelligence, formerly Mperativ, is now a module inside Lative’s GTM platform. It includes:
- AI-native pipeline coverage analysis. Replaces flat 3X coverage assumptions with AI-generated coverage ranges per business segment and quarter, tuned to each customer’s specific conversion patterns.
- Marketing opportunity scoring. Identifies which open opportunities have the highest propensity to advance, based on territory, industry, campaign response, and account characteristics from the customer’s own historical data.
- Multivariate campaign attribution. Tracks campaign influence at each stage of the buyer journey, not just first or last touch, to surface which programs accelerate deals versus generate noise.
- AI GTM Analyst. Synthesizes the full GTM data lake to produce board-ready narratives on pipeline performance, funnel health, and channel effectiveness, on demand, in seconds.
- KPI tracker with weekly and monthly granularity. Real-time visibility into demand engine metrics by segment, drillable to the record level.
What Mperativ’s founders built, and why it matters
Mperativ was founded in 2021 by Daniel Raskin, Jim McHugh, and Paul Bryan, three longtime B2B executives who had each experienced firsthand the structural problem in marketing operations: proving marketing’s revenue contribution required more manual work than actually doing marketing.
The platform they built was designed to eliminate that work, connecting marketing activity data, pipeline data, and revenue outcomes in a single model that did not require a team of data engineers to maintain.
We built Mperativ because we’d each spent years watching marketing leaders defend their pipeline contribution numbers with spreadsheets in a room that had already moved on. The problem wasn’t the CMOs.
The problem was the architecture, every marketing intelligence tool treated the CRM as an export destination rather than the source of truth. Joining Lative means Marketing Intelligence operates on the same data foundation as the capacity and revenue models the CRO and CFO actually rely on. That’s the environment we were building toward.
Daniel Raskin, Co-Founder, Mperativ
The gap between what marketing says it’s contributing and what the rest of the executive team is willing to believe is almost always a data architecture problem, not a credibility problem.
When we ran Mperativ’s Marketing Intelligence alongside Lative’s capacity planning, that gap closed, not because we got better at arguing our case, but because the CMO and CRO were drawing from the same records. That is the only version of alignment that lasts.
Nicholas Philippe, VP Revenue Operations
What stays the same for Mperativ customers
Existing Mperativ customers retain full access to their Marketing Intelligence capabilities. The platform continues to operate under Lative’s infrastructure, with the same data connections, the same AI analysis, and the same commitment to revenue-grade accuracy.
Over time, Marketing Intelligence customers will gain access to Lative’s full sales capacity planning and revenue forecasting capabilities, giving the CMO’s data the same home as the CRO’s data for the first time.
The platform CMOs, CROs, and CFOs have been waiting for
Lative’s vision for the combined platform is direct: the CMO, CRO, and CFO should be able to walk into any executive conversation and be working from the same numbers, the same model, and the same strategic framework. Not because someone manually reconciled three spreadsheets before the meeting. Because the platform maintains that alignment automatically.
Lative acquires Mperativ to make that vision operational. See what the combined Lative Marketing Intelligence and sales capacity platform includes.
Lative Team — Lative is the AI-native GTM platform that connects marketing intelligence to sales capacity planning on one shared data foundation.
