Meredith Stowe, Head of Growth Revenue at Hex, shares her transformative experience utilizing a data app designed to connect marketing activities to business outcomes, particularly in understanding the impact of events on sales. The app, built in Hex, integrates with Salesforce to provide insights into how different marketing tactics, such as hackathons, happy hours, and conferences, influence the sales pipeline and buyer journey over time. By grouping and analyzing various campaign elements collectively rather than in isolation, the app enables Hex to identify which strategies yield long-term value versus short-term buzz. This comprehensive visibility allows for more informed decision-making and strategic planning, as evidenced by unexpected findings, such as the impact of hackathons and happy hours on pipeline conversion. The app has significantly enhanced Hex's marketing strategy by offering clarity on overall impact, historical visibility, and tailored metrics for program effectiveness, challenging assumptions and driving more data-informed decisions.