Play: Marketing automation and attribution swaps at Series B and C

The signal

A Series B or C SaaS removes or installs a marketing automation tool (HubSpot Marketing Hub, Marketo, Pardot, ActiveCampaign) or a B2B attribution platform (Dreamdata, HockeyStack, Marketo Measure, Ruler Analytics). Often paired with a new CMO or Head of Marketing Ops.

Satellyte ties the stack change to the leadership change so you only see the accounts where the swap is real, not the accounts where someone toggled a trial.

What it means

The team is rebuilding the revenue measurement layer. Either the previous vendor could not stitch self-serve to sales-led, or the new CMO will not run the next year on attribution they cannot defend in a board meeting. Either way, the renewal cliff is open and the next two years of marketing tooling is being decided in the next 90 days.

The play

1. Open with the board narrative, not the product

What the new CMO will need to defend at the next board update (CAC payback, blended pipeline source, attribution model). Lead with that frame, not the feature wall.

2. Send the integration map

A one-page sketch of how your tool stitches into their CRM, ad accounts, product analytics, and warehouse. Marketing Ops leaders open these. Decks die in the inbox.

3. Offer the migration at no cost

The swap is the friction. Do the migration, they sign the contract. The vendor who eats the implementation cost wins the seat.

Sample first message

When to skip this play

If the team is product-led with no real demand gen function, the marketing automation swap will be quiet and the play will not get traction. Skip and watch for a Buyer Intent signal instead.

Where to go next

Pair with Leadership Change (new CMO): a marketing stack swap inside the new CMO's first 90 days is the highest-conversion martech signal Satellyte fires.