Lative, the AI-native GTM planning platform trusted by revenue leaders at high-growth B2B companies, today announced its acquisition of Mperativ, a revenue marketing intelligence platform that helps marketing teams connect campaign performance directly to pipeline and revenue outcomes.
This acquisition marks a defining step for Lative and for the category it is building. Revenue teams have long operated in silos, sales planning in one corner, marketing intelligence in another, with no shared model for how growth actually works. Lative is changing that. With Mperativ now part of the platform, GTM leaders can plan right through from the marketing funnel to sales targets, quota and capacity, and make cross-functional decisions from a single, connected source of truth.
”Lative was born out of a need to accurately measure sales teams’ true impact on the organisation and turn bottom-up operating data into structured plans to ensure teams hit their targets. Mperativ has built something genuinely special: a platform that gives marketing leaders the credibility and clarity they’ve always deserved at the revenue table. Together, we can finally give every GTM team a unified way to plan, execute, and deliver profitable efficient growth”
Werner Schmidt, CEO & Co-founder, Lative
Closing the GTM Planning Gap
For most B2B organisations, planning still happens in fragments. Sales leaders build headcount and capacity models without clear sight of what marketing is putting into the top of the funnel. Marketing teams measure engagement and pipeline influence without a seat at the capacity planning table. The result is misalignment, late re-forecasts, and decisions made on gut feel rather than data.
Lative was founded to fix the sales side of this problem, bringing AI-driven capacity and quota planning, productivity modelling, and sales efficiency to revenue leaders who had been doing it manually in spreadsheets. Mperativ was built to fix the marketing side, connecting attribution, campaign performance, and funnel conversion into a clear story that CMOs and CFOs can both trust.
Together, they form the foundation of a complete GTM Planning platform: one that plans from demand generation through to quota attainment, and measures what actually drives revenue growth across the entire go-to-market motion.
What the Combined Platform Delivers
‘’For as long as I can remember, CMOs have been fighting for a seat at the revenue table. Mperativ was built to change that, to give marketing leaders the data and credibility to stand shoulder to shoulder with their CFO and CRO and own the revenue conversation. Today, that mission gets bigger. Lative’s acquisition of Mperativ means marketing intelligence and sales planning finally live in the same platform and CMO and CROs finally have the full picture they’ve always needed to drive revenue growth.”
Daniel Raskin, Mperativ CMO & Cofounder
A unified GTM model
Marketing funnel signals from Mperativ feed directly into Lative’s capacity and productivity revenue models. For the first time, the marketing plan and the sales plan are built from the same underlying data.
Scenario-driven decisions
Run “what if” scenarios that show how changes in spend, campaigns, headcount, conversion rates, or win rates move pipeline and revenue, before you commit.
Clear accountability and ROI
Link marketing programs to sales capacity and revenue outcomes, making it straightforward to measure impact and prioritize investment with confidence.
End-to-end operational execution
Translate plans into quotas, territories, hiring plans, and execution dashboards that keep teams aligned on GTM outcomes, not just activity.
“In the past 5 years, Mperativ has evolved from a dream into an AI platform that gives CMOs a seat at the revenue table. I couldn’t be prouder of what our team built. Joining Lative feels like the natural next step. What Werner and Laura and the team have built on the sales planning side is exactly the complement to Mperativ. Together, we’re not just combining two products, we’re building something the market has never had. A true end-to-end GTM platform.’’
Nicolas Philippe, Mperativ CTO and Lative Head of Engineering
About Lative
Lative is an AI-native GTM Planning and Decision Intelligence platform that transforms how revenue teams plan, operate, and grow in the most profitable and efficient way. Lative gives revenue teams the intelligence they need to make smarter sales capacity decisions, improve sales productivity, and hit their numbers.
About Mperativ
Mperativ is a revenue marketing intelligence platform that fuses agentic AI with GTM data to help marketing leaders connect campaigns, attribution, and pipeline to revenue outcomes. Purpose-built for marketers who want to operate at the revenue table, Mperativ gives CMOs and their teams the evidence-based insights they need to earn trust, drive decisions, and prove impact.
The Platform Behind the Acquisition
Mperativ was founded in 2021 by Jim McHugh and Daniel Raskin, veterans of Sun Microsystems and enterprise GTM, with a simple but stubborn conviction: marketing had earned a seat at the revenue table but was never given the data to sit there credibly.
The platform they built addressed a problem every CMO knows but few can quantify. Marketing teams were generating pipeline, influencing deals, and driving retention, but their tools reported on activity rather than revenue. Leads, impressions, and engagement scores told a story that sales leaders and CFOs couldn’t translate into dollars. Mperativ changed that by building a revenue supply chain view of the entire demand engine, connecting every campaign, attribution signal, and funnel conversion directly to pipeline and closed revenue.
Over four years, Mperativ developed a suite of capabilities that became the foundation for what is now Lative’s Marketing Intelligence module: a hybrid demand engine tracking both leads and accounts on the same funnel, AI-native pipeline coverage forecasting replacing flat 3X assumptions, multivariate campaign attribution that credits at the account and opportunity level rather than inflating lead counts, and an agentic AI layer that turns raw GTM data into one-click executive narratives for CMO, CRO, and CFO audiences.
The platform found its footing with companies like AskNicely, which used it to reset its entire GTM data foundation and cut cost per opportunity by 30%, and Trulioo, where it became the single source of truth driving weekly CEO and CFO funnel reviews within two quarters of deployment.
What made Mperativ distinctive was not just the technology but the thesis underneath it. Revenue marketing is not a department, it is an operating model, one where every marketing dollar is traceable to revenue, every plan is built on shared data, and the CMO and CRO are working from the same model rather than arguing about attribution credit. That thesis is now the marketing intelligence layer of Lative’s unified GTM platform, sitting on the same foundation as Lative’s sales capacity planning, so marketing’s pipeline and the sales capacity to close it are planned as one.
What the combined platform does
The combined platform connects the two halves of go-to-market planning that have always lived apart. From Lative: the Productivity module that computes production per rep from closed-won data, Average Ramping Time derived from real hire cohorts, Quota Modeling that rolls ramp, seasonality, and attrition into net quota capacity, and the Annual Planning view that reconciles top-down targets with bottom-up capacity on one screen. From Mperativ, now Lative’s Marketing Intelligence: the Revenue Insights visualizations, multivariate campaign attribution, AI-native pipeline coverage forecasting, and the hybrid demand engine that tracks leads and accounts on the same funnel.
Together they answer the question neither side could answer alone: is the pipeline marketing is building matched to the capacity sales has to close it, and what should both teams change if it is not.
What it means by role
For CMOs: marketing’s contribution to pipeline and revenue reported on the same data model finance and sales already trust, with attribution that survives CFO scrutiny. For CROs: capacity, quota, and coverage read against the marketing engine that feeds them, so a coverage gap resolves into a demand problem or a staffing problem instead of an argument. For CFOs: one planning foundation under both functions, with hiring plans priced in capacity rather than headcount and marketing spend traceable to revenue outcomes.
The combined platform by the numbers
Teams running Lative report a 24% improvement in sales productivity visibility, 12 hours per week saved on manual planning and reconciliation, and 3.2 times faster identification of risks and performance gaps. On the Mperativ side, AskNicely cut cost per opportunity by 30% in a single quarter after rebuilding its GTM data foundation on the platform, and Trulioo moved to weekly CEO and CFO funnel reviews from one source of truth within two quarters of deployment. The acquisition exists to make those two sets of outcomes available as one system.
Availability and rollout
Marketing Intelligence is available to Lative customers now, running on the platform’s existing serverless foundation: read-only OAuth connection to Salesforce, support for Marketo, HubSpot, and Salesforce Marketing Cloud as marketing automation sources, no two-way sync, and no per-user pricing, so every stakeholder from CMO to RevOps to finance reads the same numbers without seat negotiations. Existing Mperativ customers continue uninterrupted, with their deployments becoming Lative Marketing Intelligence accounts as the integration completes.
Learn more
For the product story behind the acquisition, see the Marketing Intelligence announcement. For the sales planning side of the combined platform, start with sales capacity planning. Teams that want to see the full planning loop, marketing’s funnel and sales capacity on one model, can book a walkthrough with their own GTM data.
