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''
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
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.
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.