What changed · Growth
Marketing does not have a data problem
Every quarter another dashboard gets commissioned to answer a question the last dashboard already answered.
By Prasann Garg, Co-Founder & CTO · Updated 16 September 2026 · 5 minute read
The standard diagnosis for a struggling marketing function is that it lacks data or lacks visibility, and the standard prescription is another tool. This is almost always wrong. Most B2B SaaS companies already hold enough information to make the three or four decisions that would change their trajectory, and have held it for a year. What is missing is not evidence, it is the willingness to act on evidence that implies stopping something. Tools are easier to buy than decisions are to make, which is why the tool keeps getting bought.
The decisions brands already have the data for
Nearly every B2B SaaS company we speak to could answer all of the following today, from data already in their possession, and has not acted on any of them.
- Which customers have not bought in two years and are still being paid to reach.
- Which product line generates the most revenue and the least margin.
- Which acquisition channel looks best only because it takes credit for demand created elsewhere.
- Which of the brand's content nobody has read.
- Which discount is being given to people who would have paid full price.
None of these needs a new tool. All of them need somebody to say the answer out loud in a meeting where somebody else owns the thing being questioned.
Why another dashboard is the easier answer
Buying a tool is a decision that cannot fail in the short term. It has a budget line, a vendor, an implementation plan and a launch. It signals seriousness. Nobody gets criticized in month two for having bought visibility.
Turning off a channel that a colleague built, or stopping a campaign that a founder likes, is a decision that fails visibly and immediately if it is wrong. The asymmetry is obvious, and it explains the tool graveyard in most marketing stacks better than any feature comparison does.
A test worth running
Before buying anything, write down the decision the new tool is supposed to enable. Then ask whether you could make that decision today with what you already have. In our experience the answer is yes about two thirds of the time, and the honest blocker is organisational.
Where more information genuinely helps
There is a real category of question you cannot answer from what you hold: anything about the world outside your own systems. What people are saying when they are not talking to you. What your competitors are doing that you have not noticed. What an AI assistant tells a buyer who has never visited your site.
That is a genuine blind spot and worth closing. It is also a much narrower problem than the general complaint about lacking data, and it is not solved by yet another view of your own numbers.
The uncomfortable implication for people who sell software
We sell software. This argument is not in our commercial interest and it is still true. A brand that buys Signal AI Visibility Optimization (AIVO) to avoid making a decision will not get value from it, will not renew, and will be right not to.
The brands that get value are the ones who already know what they should stop doing and want the evidence organized well enough to win the argument internally. That is a legitimate use of a tool, and it is a much smaller claim than the industry usually makes.
A tool cannot make a decision on your behalf. It can only make the decision harder to avoid, which is worth something, but it is not what it is usually sold as.
If you are an agency
The most valuable thing an agency can do for a client is often to say the thing the internal team cannot say, because you can survive saying it. That is a real service and it is chronically underpriced. It is also why a strategic recommendation with an owner and a date attached is worth more than a monthly report with none.
How we do this ourselves
Our own answer is deliberately narrow: we are useful for the questions you cannot answer from your own systems, and for organizing evidence well enough to settle an internal argument. If your blocker is that nobody will act, we will not fix that, and we would rather say so on the call.