South African operator Cell C is turning to AI to strengthen network continuity—without ramping up infrastructure spending.

The carrier has launched a proof of concept (PoC) with Odine and its wholly owned R&D arm OdineLabs to test an AI-based solution designed to proactively enhance mobile network performance and user experience.

The initiative aligns squarely with Cell C’s capex-light strategy, which prioritizes service quality and customer experience while minimizing heavy infrastructure investments. In a market where spectrum, towers, and equipment upgrades can strain balance sheets, intelligent orchestration is emerging as a more scalable lever.

AI as a Network Quality Multiplier

Rather than focusing on new hardware rollouts, the PoC centers on software intelligence—specifically AI-driven automation and orchestration to improve connection continuity.

OdineLabs’ solution will apply advanced analytics and automation to monitor and optimize network performance in real time. The goal: reduce interruptions, increase reliability, and ensure more consistent connectivity across the mobile network.

For operators, this represents a shift from reactive troubleshooting to predictive optimization. Instead of waiting for customer complaints or performance degradation alerts, AI systems can anticipate congestion, detect anomalies, and adjust network parameters dynamically.

If successful, the PoC could demonstrate how AI can function as a force multiplier—extracting more performance from existing infrastructure.

Supporting a Capex-Light Model

Cell C has publicly emphasized a capital-efficient operating model in recent years, relying on partnerships and shared infrastructure rather than extensive in-house buildouts.

AI-driven orchestration fits neatly into that framework.

By enhancing quality through software layers, the operator can defer or reduce costly physical expansions. That’s particularly relevant in emerging and price-sensitive markets, where revenue per user often doesn’t justify aggressive infrastructure spending.

“Everything we do at Cell C starts with our customers,” said Schalk Visser, CTO at Cell C. “By exploring how AI can proactively enhance network quality, we’re taking meaningful steps toward delivering a more consistent and reliable experience.”

The emphasis on proactive quality management reflects a broader telecom trend: customer experience is increasingly a competitive differentiator, especially as pricing and coverage parity narrow among operators.

Odine’s Africa Expansion Play

For Odine, the partnership strengthens its footprint in Africa and reinforces its positioning as more than a system integrator.

The company’s model blends consultancy, system integration, and AI-powered product development. Through OdineLabs, it aims to bring research-driven innovation directly into commercial telecom environments.

Chairman and CEO Alper Tunga Burak framed AI as foundational to telecom’s next phase.

“We believe AI will fundamentally reshape the way telecom operators deliver value,” he said, adding that OdineLabs is focused on turning next-generation network quality enhancement from a theoretical concept into a scalable reality.

That language echoes a wider industry pivot. As 5G rollouts mature and revenue growth slows, telecom operators are under pressure to improve margins and customer satisfaction without dramatically increasing capital expenditures. AI orchestration, automation, and cloud-native architectures are increasingly central to that strategy.

Cloud-Native, Virtualized, and AI-Orchestrated

The PoC also underscores a shared commitment to cloud-native and virtualized network approaches.

Modern telecom networks are becoming software-defined and increasingly decoupled from proprietary hardware stacks. That shift opens the door for AI engines to sit above the infrastructure layer, orchestrating traffic flows and resource allocation with greater agility.

If Cell C’s PoC validates measurable improvements in continuity and resilience, it could serve as a blueprint for other operators pursuing similar capex-light strategies.

What to Watch

As with any proof of concept, execution and measurable outcomes will determine the next steps. Key questions include:

• How significantly does AI-driven orchestration reduce dropped connections or service interruptions?

• Can the solution scale across broader network segments without operational complexity?

• What cost efficiencies emerge compared to traditional infrastructure upgrades?

For now, the collaboration signals a pragmatic industry reality: telecom’s next performance gains may come less from new towers and more from smarter algorithms.

If AI can meaningfully improve reliability while keeping spending in check, operators like Cell C may find that the most powerful network upgrade isn’t hardware—it’s intelligence.

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Asia-Pacific sales tech player Firmable has raised $14 million in Series A funding to take its AI-native sales platform global—starting with a push into the United States.

The round was led by Airtree, with participation from existing investors. The capital will fund US expansion, continued development of Firmable’s proprietary sales dataset, and a deeper build-out of AI agents that don’t just suggest actions—but execute them.

In a crowded sales intelligence market dominated by US-centric datasets and layered SaaS stacks, Firmable’s pitch is pointed: most tools are fast at being wrong, especially outside America.

The Sales Stack Problem

Modern sales teams often operate inside a maze of disconnected tools—CRM systems, enrichment platforms, intent data providers, outreach automation software—each with its own data silo. Coverage is typically strongest in the US and increasingly patchy elsewhere.

The result is a productivity paradox. Reps are armed with more software than ever, yet spend significant time wrangling records, verifying data, and reconciling inconsistencies instead of engaging prospects.

Firmable argues that AI can collapse this patchwork into a single platform—but only if it’s built on proprietary data rather than recycled third-party feeds.

“Most sales intelligence tools are just interfaces on top of the same licensed datasets,” said co-CEO Leigh Jasper. “That’s why the data is stale, duplicated, and US-centric.”

Instead of licensing the same feeds as competitors, Firmable built its own data foundation from the ground up—an expensive and time-consuming strategy, but one that may offer defensibility in a market awash in lookalike AI wrappers.

Three Layers: Data, Signals, Action

Firmable’s platform operates across three tightly integrated layers.

1. Proprietary Data Assembly
The company uses AI-driven web aggregation, large language model-based extraction, and entity resolution to continuously refresh account and contact records. The goal is accurate, structured company intelligence that doesn’t rely on external licensing deals.

2. Precision Buying Signals
On top of that dataset, the platform identifies intent signals such as leadership changes, hiring surges, funding rounds, technology adoption shifts, and other events that may indicate a higher likelihood of purchase.

3. Autonomous AI Agents
The newest focus—and the core of the Series A narrative—is AI agents that act on those signals. These agents can enrich CRM records, prioritize accounts, draft outreach, and orchestrate next steps automatically.

In effect, Firmable wants to move from intelligence to execution.

That positioning aligns with the broader industry shift toward “agentic AI,” where systems perform multi-step tasks autonomously rather than simply generating content or recommendations.

Built in APAC, Expanding to the US

Firmable currently serves more than 1,000 customers across Australia, New Zealand, and eight Asia-Pacific markets. Clients include CBRE, Eftsure, G2, Robert Half, Monday.com, Marsh, and Canon.

The US expansion represents both opportunity and risk. The American sales intelligence market is crowded with incumbents and well-funded startups offering AI-enhanced prospecting tools.

But Firmable sees a strategic angle: most US-built tools struggle internationally. Data coverage thins, workflows assume American go-to-market structures, and accuracy declines.

“Every sales leader we talk to says the same thing: their US-built tools don’t work internationally,” said co-CEO Paul Perrett. “We’re not just filling a coverage gap—we’re building the AI-native platform these teams actually need.”

If Firmable can prove that its data-first model scales into the US while retaining strong APAC coverage, it may appeal to multinational companies frustrated by fragmented global insights.

Founders With a Track Record

Firmable was co-founded by Leigh Jasper, Paul Perrett, and Karthik Venkatasubramanian—veterans of enterprise software company Aconex, which was acquired by Oracle for $1.6 billion.

Jasper, who served as Aconex’s co-founder and CEO, brings credibility in scaling enterprise SaaS from Australia to global markets—a playbook Airtree is betting can repeat.

Airtree partner John Henderson highlighted what he sees as Firmable’s moat: ownership of the underlying dataset. In a market where many AI startups layer models on top of licensed data, proprietary coverage can be a long-term differentiator.

“The AI sales tooling market is exploding, but most startups in the space have no defensible data moat,” Henderson said.

Data as the Moat in AI Sales Tech

The AI sales tooling market has seen rapid growth over the past two years, fueled by generative AI enthusiasm and pressure on revenue teams to do more with less.

But the sector is bifurcating.

On one side are AI copilots layered onto existing CRMs, offering drafting assistance and workflow automation. On the other are intelligence platforms focused on data ownership and signal accuracy.

Firmable is clearly betting on the latter: that AI agents are only as good as the data they’re trained on and act upon.

“Using Firmable, salespeople waste less time on research, eliminate tedious administration, and focus their valuable time on the customers and conversations that matter,” Jasper said.

If that vision holds, the competitive edge won’t be whose LLM drafts the cleverest cold email—it will be who knows which account to target, and when.

The Bigger Picture

As AI matures in sales tech, automation alone is no longer a differentiator. Execution accuracy is.

Firmable’s strategy—own the data layer, surface high-fidelity buying signals, and deploy agents directly on top—positions it as more infrastructure than overlay.

The $14 million raise gives it fuel to test that thesis in the world’s most competitive sales tech market.

If it succeeds, it won’t just prove that AI can collapse the sales stack. It may demonstrate that in the age of autonomous agents, data ownership is the real power play.

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When regulators accept a marketing application, it’s not approval—but it’s a signal. And for Norway-based Photocure ASA and its China-based partner Asieris Pharmaceuticals, that signal just came from Europe.

Asieris announced that the European Medicines Agency (EMA) has accepted its Marketing Authorization Application (MAA) for Cevira (APL-1702), a drug-device combination therapy designed to treat high-grade squamous intraepithelial lesions (HSIL) of the cervix. The milestone clears the application for formal review, moving the product one step closer to potential commercialization in the EU.

For Photocure, listed on the Oslo Stock Exchange under PHO, the development underscores the global expansion potential of a technology platform long associated with photodynamic therapy in oncology. For Asieris, it marks a pivotal regulatory inflection point in Europe.

A Drug-Device Combo Aimed at Avoiding Surgery

Cevira (APL-1702) is positioned as a first-in-class photodynamic therapy for the non-surgical treatment of HSIL, a precancerous condition often linked to persistent high-risk HPV infection. HSIL is typically treated through surgical excision procedures such as LEEP or conization, which, while effective, can carry risks including bleeding, infection, and potential impacts on future fertility.

Cevira aims to change that equation.

As described by Asieris, the therapy combines hexaminolevulinate hydrochloride ointment with a disposable cervical light applicator. The integrated system delivers localized drug administration followed by activation via an intra-cavity cold light source. The result is targeted photodynamic destruction of abnormal cells while preserving surrounding healthy tissue.

In other words, it’s not just a drug. It’s a tightly engineered drug-device system designed to deliver precision therapy directly to the cervix without surgical intervention.

If approved, it could represent a meaningful shift in the standard of care—particularly for women seeking fertility-preserving options.

Backed by Phase III Data With European Representation

The EMA filing is primarily supported by data from an international, multicenter Phase III clinical trial of APL-1702. Notably, more than 20% of enrolled patients were from Europe, a detail that may strengthen the regulatory case by ensuring regionally relevant clinical representation.

While acceptance of the MAA does not imply approval, it confirms that regulators consider the submission sufficiently complete to begin formal evaluation. The EMA will now assess the therapy’s safety, efficacy, and quality data before issuing an opinion.

Given the complexity of drug-device combination products, regulatory review can be more involved than for small-molecule drugs alone. But successful navigation would position Cevira as one of the few non-surgical therapies approved for HSIL in Europe.

Photodynamic Therapy Expands Beyond Bladder Cancer

Photocure has built its reputation around hexaminolevulinate-based photodynamic diagnostics and therapeutics, particularly in bladder cancer. Licensing Cevira to Asieris for development in cervical precancer broadens the platform’s clinical footprint.

The move also reflects a broader industry push toward organ-preserving, minimally invasive oncology treatments. As biopharma increasingly targets earlier-stage disease and precancerous conditions, therapies that reduce surgical burden and improve quality of life are drawing investor and regulatory interest.

For Photocure, the partnership model allows it to leverage its core technology while offloading development and commercialization risk in specific geographies. For Asieris, which is listed on the Shanghai Stock Exchange (688176), the European filing signals ambitions beyond the domestic Chinese market.

Competitive and Market Implications

HSIL represents a significant global health concern, particularly in regions with established cervical cancer screening programs. While HPV vaccination programs are expanding, millions of women continue to require treatment for high-grade lesions detected through screening.

Currently, surgical excision remains the dominant intervention. A non-surgical, office-based therapy that demonstrates comparable efficacy could reshape treatment algorithms—particularly in younger patients.

However, market adoption would hinge on several factors:

• Comparative efficacy versus standard excision procedures

• Recurrence rates over long-term follow-up

• Ease of integration into gynecological practice

• Reimbursement positioning across EU member states

If EMA review concludes positively, Cevira would enter a European market that is increasingly open to device-enabled combination therapies but also highly cost-conscious.

What Comes Next

With the MAA now accepted, the timeline shifts to regulatory review. The EMA’s Committee for Medicinal Products for Human Use (CHMP) will evaluate the application and eventually issue a recommendation. Final approval would then be granted by the European Commission.

For Photocure and Asieris, this phase represents both scrutiny and opportunity.

An approval would validate the clinical program and potentially establish Cevira as the first-in-class photodynamic therapy for HSIL in Europe. A rejection or request for additional data, while not uncommon, could delay commercialization plans.

For now, acceptance of the filing signals that regulators are ready to take a close look at a therapy that aims to reduce reliance on surgery for cervical precancer.

In oncology—and increasingly in women’s health—the future may not just be about treating disease. It may be about treating it earlier, less invasively, and with more precision.

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Global cloud communications provider Infobip is marking its 20th anniversary with a pivot that signals where it sees the next decade heading: from messaging infrastructure to AI-powered orchestration.

The company this week unveiled AgentOS, a fully managed, AI-native platform designed to operationalize autonomous customer interactions across marketing, sales, and support. Built on top of Infobip’s recently launched AI Agents framework, AgentOS aims to serve as what the company calls a “control layer” for agentic AI—bringing together data, channels, and decision-making into a unified system.

In short: Infobip doesn’t just want to send your messages anymore. It wants to decide, in real time, what should happen next.

From Messaging Pipes to AI Control Plane

Infobip has long competed in the crowded CPaaS (Communications Platform as a Service) market, offering SMS, RCS, email, WhatsApp, and voice capabilities to enterprises worldwide. But as AI agents move from chatbot demos to operational systems, the competitive battleground is shifting.

AgentOS represents Infobip’s evolution from a communications platform to an AI orchestration layer. Rather than building isolated chatbots or campaign automations, enterprises can use AgentOS to deploy goal-driven AI agents capable of managing end-to-end customer journeys autonomously.

That’s a notable leap.

Where traditional marketing automation tools focus on campaigns and prebuilt workflows, AgentOS is built around intent and outcomes. AI agents can determine channel, timing, content, and escalation paths in real time—based on a unified view of customer data.

This shift mirrors broader industry trends. Enterprises are racing to implement generative AI and agentic systems, but many projects stall before reaching production. The culprit is often the same: fragmented data, disconnected systems, and internal governance roadblocks.

Infobip is betting that orchestration—not just intelligence—is the missing link.

Why AI Agent Projects Stall—and How AgentOS Responds

Enterprise enthusiasm for AI agents has been strong, but readiness remains uneven. Many organizations struggle with:

• Unstructured or siloed customer data

• Disconnected marketing, sales, and support stacks

• Security and compliance concerns

• Governance barriers to autonomous automation

AgentOS attempts to address those pain points by combining Infobip’s Conversational Customer Data Platform with real-time journey orchestration. The result is a unified system capable of contextual one- and two-way engagement across more than 15 natively integrated channels.

Instead of stitching together third-party CDPs, CRM systems, and messaging APIs, enterprises get an integrated AI-native platform that connects every touchpoint into a single customer journey.

The promise: fewer disconnected tools, faster deployment, and measurable gains in conversion, satisfaction, and customer lifetime value.

Omnichannel, but Actually Orchestrated

Plenty of vendors claim omnichannel capabilities. What distinguishes AgentOS, according to Infobip, is not simply channel access but orchestration across them.

AI agents can operate autonomously across SMS, RCS, email, WhatsApp, and voice—adapting in real time based on customer behavior and context. If a customer ignores a promotional email, the system might follow up via WhatsApp. If a support inquiry becomes complex, the AI can escalate to a human specialist.

That adaptability hinges on a unified data model and integrated infrastructure. Infobip’s global communications network gives it a foundation that many standalone AI startups lack.

It’s also a defensive play. As hyperscalers and CRM giants embed AI deeper into their ecosystems, communications providers risk being commoditized into message pipes. AgentOS is Infobip’s answer to that threat.

Human-in-the-Loop: Practical AI, Not Sci-Fi

Despite the emphasis on autonomy, Infobip is leaning heavily on a human-in-the-loop model.

AI agents handle scale and repetitive tasks. Human specialists step in for complex cases and continuously refine the models. The approach is pragmatic—particularly in highly regulated industries.

Retail and eCommerce companies are early adopters, using AI agents to deliver hyper-personalized experiences and manage high-volume interactions. But healthcare and financial services firms are moving quickly as well, with a strong emphasis on trust, security, and compliance.

For sectors where a misstep can trigger regulatory scrutiny, fully autonomous AI remains a hard sell. AgentOS’s blended model may make the transition more palatable.

Model Context Protocol: Giving Agents “Communication Superpowers”

One of the more technical but potentially significant elements of AgentOS is Infobip’s integration of Model Context Protocol (MCP) servers.

MCP creates a standardized way for AI agents to interact with third-party systems. In practice, that means agents can move beyond conversation and execute real tasks—booking flights, setting up two-factor authentication, or updating customer records.

Infobip’s MCP servers effectively give AI agents access to its global omnichannel infrastructure. Whether an enterprise uses Infobip’s native agents or third-party models, they can tap into the platform to complete end-to-end, AI-driven customer workflows.

This aligns with the broader shift toward agentic AI: systems that don’t just answer questions, but act.

Modular, API-First, and Built to Scale

AgentOS is built with modular components, open APIs, and MCP interfaces, allowing enterprises to deploy quickly and integrate with existing stacks—or run standalone use cases.

Brands can start with a single application—say, automated customer onboarding—then expand to additional workflows as confidence and ROI grow.

Built-in security and compliance controls aim to address enterprise concerns about data governance and automated decision-making. That’s table stakes in regulated industries, but still a differentiator compared to some AI-first startups that prioritize speed over controls.

Automation and analytics are baked into the platform, feeding continuous optimization loops for personalization and operational efficiency.

Market Context: A Crowded but Evolving Field

Infobip isn’t alone in pushing AI deeper into customer engagement stacks. Major CRM and marketing cloud vendors are rolling out AI copilots and autonomous agents, while CPaaS competitors are layering AI on top of messaging infrastructure.

The question is which layer will own orchestration.

If AI agents become the primary interface between brands and customers, the platform controlling data flow, channel selection, and execution logic could become the most strategic asset in the stack.

Infobip’s global reach and 15-plus natively integrated channels give it scale. AgentOS adds the intelligence layer it previously lacked.

Whether that’s enough to differentiate in an increasingly crowded AI CX market will depend on execution—and enterprise adoption beyond early verticals like retail.

The Bigger Picture: AI as an Operating System for Customer Experience

With AgentOS, Infobip is framing AI not as a feature, but as an operating system for customer experience.

Instead of static workflows and campaign calendars, businesses can deploy goal-driven systems that dynamically respond to customer intent. Instead of siloed departments, they get a unified AI-native layer spanning marketing, sales, and support.

It’s an ambitious shift—from communications vendor to AI control plane.

As agentic AI moves from hype to production, enterprises will need platforms that can manage autonomy without sacrificing compliance or control. Infobip is betting that orchestration—not just intelligence—will define the next era of customer engagement.

And at 20 years old, it’s clear the company isn’t content to remain just a messaging middleman.

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Thryv Holdings, Inc. (NASDAQ: THRY) reported robust SaaS growth in 2025, highlighting the company’s ongoing transformation from legacy print and marketing services to a leading software provider for small and medium-sized businesses (SMBs).

Key 2025 Financial Highlights:

• Full-Year SaaS Revenue: $461.0M, up 34% YoY; excluding Keap acquisition: $391.4M, up 18.6% YoY

• Fourth Quarter SaaS Revenue: $119.0M, up 14% YoY; excluding Keap: $102.8M, up 13.1% YoY

• Marketing Services Revenue: $324.0M for the year, down 32.6% YoY

• Consolidated Total Revenue: $785.0M, down 4.7% YoY

• Consolidated Net Income: $0.3M for the year vs. net loss of $74.2M in 2024

• Consolidated Adjusted EBITDA: $151.8M, with a 19.3% margin

• SaaS Adjusted EBITDA: $73.8M, 16.0% margin

• SaaS Gross Profit & Margin: $325.8M, 70.7%; Adjusted Gross Profit: $335.0M, 72.7%

Operational Metrics:

• SaaS Clients: 100,000 at year-end 2025

• Quality Customers: 69% of SaaS revenue from clients contributing >$400 MRR in Q4

• Seasoned Net Revenue Retention: 94% as of December 31, 2025

• SaaS ARPU: $373 in Q4, up 15% YoY

• Marketing Center Revenue: Grew 56% in Q4 and over 100% for the full year

CEO Commentary:

Joe Walsh, Chairman and CEO, stated:

“We delivered solid full-year 2025 results, with SaaS revenue growth of 34% YoY and SaaS Adjusted EBITDA margin of 16.0%. We have successfully transitioned into a leading SMB software company, with SaaS revenue now contributing over 62% of total revenue. Looking ahead, we are shifting to a unified growth offering enabled by AI—the Thryv Platform—designed to help small businesses market, sell, and grow.”

Upcoming Earnings Conference Call:

Thryv will host a call on Thursday, February 26, 2026, at 8:30 a.m. ET to discuss Q4 results and outlook. Live webcast and registration details are available at investor.thryv.com.

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Amplitude, Inc. (Nasdaq: AMPL) announced that members of its management team will participate in three upcoming investor conferences in early March 2026, giving stakeholders insight into the company’s strategy and growth trajectory.

Investor Conference Schedule:

• Citizens Technology Conference: Monday, March 2, 6:30 p.m. ET

• KeyBanc Emerging Technology Summit: Tuesday, March 3, 2:00 p.m. ET

• Morgan Stanley Technology, Media, and Telecom Conference: Wednesday, March 4, 6:20 p.m. ET

All presentations will be webcast live via Amplitude’s investor relations portal at investors.amplitude.com  Replays will also be available following each session for those unable to attend live.

These appearances provide Amplitude an opportunity to discuss its AI analytics platform, recent developments, and market positioning with investors and industry analysts, continuing the company’s active engagement with the financial community.

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GitLab Inc., the AI-native orchestration platform for DevSecOps, has launched an expanded Managed Service Provider (MSP) Partner Program designed to give MSPs a single, comprehensive service across the entire software development lifecycle (SDLC).

The program comes as enterprises increasingly demand agentic AI capabilities that go beyond accelerating coding to streamline planning, security, compliance, and deployment workflows—all within a governed, auditable environment.

From Fragmented Tools to Unified AI Orchestration

While AI tools have accelerated coding, bottlenecks persist in pipeline handoffs, security checks, and compliance reviews. GitLab’s platform addresses these gaps by enabling AI agents to orchestrate work across the SDLC, giving MSPs a differentiated offering to help clients innovate faster while maintaining full control over data.

The enhanced program also responds to strong demand for managed deployment options that meet local data residency and regulatory requirements in regions including EMEA, Latin America, and Asia-Pacific. Partners can deploy GitLab, including AI-native Duo Agent Platform features, across MSP-owned data centers, customer premises, colocation facilities, or hyperscaler environments.

Program Highlights

GitLab’s expanded MSP initiative delivers multiple benefits for partners:

• Revenue opportunities: Standard partner margins plus MSP premiums, with partners retaining 100% of deployment, migration, training, and consulting fees.

• Priority support: Direct engagement with GitLab experts and escalation channels.

• Not-for-resale licenses: Build internal expertise and demonstrate platform capabilities to prospects.

• Training and development: Quarterly technical bootcamps covering platform capabilities, best practices, and troubleshooting.

• Marketing development funds and co-branding: Support for joint case studies, events, and customer acquisition campaigns.

Partner Perspectives

Industry partners praised the program for enabling secure, scalable, and compliant managed services:

• Matthew Hope, Adaptavist: “The MSP program reinforces our commitment to delivering tailored GitLab services, helping customers maximize their investment and leverage features like Duo Agent Platform.”

• Gil Oliveira, Adfinis: “The enhanced MSP program lets us scale 24/7 services while maintaining digital sovereignty and accelerating innovation.”

• Henri Hämäläinen, Eficode: “It enables us to deliver GitLab’s intelligent orchestration platform at scale, helping customers innovate faster while staying compliant.”

Strategic Implications

GitLab’s move highlights a broader trend in DevSecOps: enterprises want managed, AI-driven solutions that unify toolchains without compromising security or compliance. By expanding the MSP program, GitLab positions partners to capture growing demand for intelligent, end-to-end software lifecycle automation while giving clients flexibility in deployment and governance.

Ian Steward, GitLab CRO, emphasized: “By enabling MSPs to deliver our complete platform as a managed service, we're creating a scalable path to market that benefits partners, customers, and GitLab's long-term growth strategy.”

Alex Picker, VP of Global Ecosystems, added: “Our enhanced program addresses the challenge enterprises face in adopting agentic AI while maintaining strict control over their data and compliance posture.”

For MSPs and enterprise customers, GitLab’s expansion represents a step toward a unified, AI-driven approach to DevSecOps—turning fragmented tool stacks into a single, governed revenue and innovation engine.

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In a digital world overloaded with ads, emails, and social feeds, live and virtual events remain one of the few channels that can meaningfully cut through the noise. Cvent is betting on that principle with its latest resource: Event-Led Growth For Dummies, Cvent Special Edition, a practical guide that reframes events as strategic revenue engines rather than one-off campaigns.

The book is aimed squarely at marketers seeking to link events directly to pipeline, deal velocity, and customer success outcomes—a discipline Cvent calls event-led growth (ELG).

Reframing Events as a Revenue Driver

“Events are one of the most powerful growth levers for marketers,” said Kate Hammit, Vice President of Marketing at Cvent. “By reframing events as a strategic channel rather than a standalone campaign, organizations can create sustainable growth that spans the full customer lifecycle.”

Unlike traditional event marketing—which often evaluates success via attendance or lead counts—ELG treats every interaction as a measurable contribution to revenue. According to Cvent research, 52% of closed-won deals are influenced by events, and attendees tend to close faster than non-attendees.

Event-Led Growth For Dummies walks marketers through actionable strategies, including how to:

• Map event programs to every stage of the buyer journey, from awareness to renewal

• Align event objectives with GTM priorities and revenue KPIs

• Integrate event tech with CRM and marketing automation systems for accurate attribution

• Track influence on pipeline, closed-won deals, and renewals

• Repurpose event content and leverage engagement data for broader campaigns

• Overcome digital fatigue while generating first-party engagement data and real-time insights

The book emphasizes that measurement and integration are what transform events from cost centers into defensible revenue drivers, making them “budget-proof” in a climate of constrained marketing spend.

From Book to Certification

Cvent isn’t stopping at the book. The release coincides with its Event-Led Growth Masterclass and Certification program, which provides hands-on guidance to implement ELG practices in real-world settings.

Since launch, over 600 marketers across SMBs and enterprise organizations have enrolled. Early participants have praised the program for combining strategic depth with practical tactics.

“This course is packed with great insights on how to turn events into real business drivers… Every module was straight to the point and highly actionable.”
— Event marketing leader, global workspace provider

“If you’re in event marketing, field marketing, or just looking to sharpen your GTM strategy, this is seriously worth your time and investment.”
— Director of field marketing, AI-powered marketing technology company

Together, the Cvent Special Edition book and certification program give marketers both a conceptual framework and actionable tools to operationalize event-led growth, helping organizations embed events at the center of their go-to-market strategy.

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