In its sixth annual State of Sales and Marketing Report, CRM provider Pipedrive reveals a growing paradox in the sales world: while artificial intelligence is helping teams get more done, long hours aren’t translating to better results.

Based on insights from nearly 1,000 sales and marketing professionals across 85 countries, the report highlights that although 74% of AI adopters see productivity gains, only 57% of all salespeople met their quotas in 2024—a notable drop from previous years. In the U.S., that number dipped to just 45%, with small businesses faring the worst globally.

“There’s a clear disconnect between hours worked and targets hit,” said Paulo Cunha, CEO of Pipedrive. “Sales professionals are burning the candle at both ends, and it’s not paying off.”

Three-quarters of survey respondents reported working overtime—more than in the previous year—yet that extra time didn’t lead to higher performance. In fact, the report shows that those with better work-life balance achieved better results. Sales professionals working four-day weeks were 8% more likely to hit their quotas and reported the highest satisfaction scores.

Gen Z Leading a Healthier Shift
The trend may be generational. Respondents aged 18–25 were the least likely to work overtime, suggesting that younger professionals are drawing stronger boundaries around work hours—and benefitting from it. This group also showed a greater openness to AI tools, seeing them as a means to reclaim time and avoid burnout.

AI: High Impact, Low Adoption
AI adoption remains a bright spot—but not yet widespread. Only 37% of sales professionals and 41% of marketers reported using AI in their daily workflows. Among those who have embraced it, 67% say it saves them 2–5 hours each week. Yet concerns persist: 60% of respondents fear AI could threaten jobs, and 35–40% cited data security as a top barrier.

Despite these concerns, over half (53%) agree that better training could ease anxieties and accelerate responsible adoption.

While AI continues to prove its value in improving efficiency, Pipedrive’s findings reinforce a larger truth: sustainable work models—not longer hours—are the real catalyst for better sales outcomes. For leaders navigating sales strategy in 2025, prioritizing wellbeing alongside tech adoption may be the smarter long game.

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StackAdapt has become the first demand-side platform (DSP) to roll out a Snowflake Cortex-powered Native App within the Snowflake ecosystem—bringing simplified, real-time first-party data activation to marketers without the usual IT bottlenecks.

Available now in public preview on Snowflake Marketplace, StackAdapt’s new app allows marketing teams to create audience segments, retarget users, suppress converted leads, and measure campaign performance—all without moving data outside Snowflake.

This release taps into Snowflake Cortex, the AI layer within Snowflake’s platform, enabling marketers to query data using natural language, automatically identify relevant fields, and streamline campaign workflows that traditionally required manual spreadsheet handling and IT support.

“Marketers want results, not roadblocks,” said Yang Han, Co-Founder and CTO at StackAdapt. “By integrating Cortex, we’re enabling clients to turn raw tables into campaign-ready segments in minutes.”

The app’s functionality extends beyond just building audiences. Marketers can use guided workflows to automate repetitive tasks, bring together data from multiple Snowflake tables via StackAdapt Data Hub, and execute campaigns with precision—without the need for data stitching or reformatting.

The collaboration also ensures data stays within the Snowflake environment, preserving data privacy and governance standards while enabling teams to grant secure access to agency partners via StackAdapt’s API key.

“This launch showcases how the Snowflake Native App Framework can make first-party data activation fast, secure, and scalable,” said Eric Batscha, Industry Principal, Adtech at Snowflake. “StackAdapt continues to raise the bar for usability in data-driven advertising.”

For marketers in sectors like e-commerce, financial services, food and beverage, and tech, this integration promises more efficient campaign execution, deeper personalization, and improved ROI—especially in an era where privacy-compliant data activation is more important than ever.

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The marketing-as-a-service space just got a full-stack upgrade.

Technology Leader Companies has officially rebranded its subsidiary, Product Marketing Leader, to Full Stack Marketing, signaling a broader mandate to support every phase of modern marketing operations—not just go-to-market plans or product content.

The shift reflects the firm’s evolution since its 2022 launch, where it quickly carved out a niche helping B2B clients, particularly in SaaS and tech, fine-tune their product positioning and GTM strategies. But that niche grew—fast. As more clients came knocking for brand development, content execution, and campaign muscle, the team decided it was time to scale up… strategically.

“We didn’t want to expand just because the demand was there,” said Jeremy Potoka, Founder of Technology Leader Companies. “We waited until we had the right people, processes, and infrastructure. Now we’re ready to offer a truly multi-disciplinary approach.”

What’s New Under the Full Stack Banner?

The rebrand brings more than a name change. Full Stack Marketing now operates as a full-service agency, offering:

• Strategic Brand Development

• Content Marketing & Creation

• Performance Marketing

• Campaign Execution

• Creative Services

Their newly launched website, fsmarketing.com, lays it all out—targeting a mix of growth-hungry clients, especially Acumatica resellers and ISV publishers.

The original team behind Product Marketing Leader hasn’t gone anywhere. They’ve been reorganized and expanded internally to take on broader client mandates without sacrificing the strategy-first mindset that won them fans in the first place.

Why This Matters

This rebrand underscores a larger trend in B2B marketing services: niche firms are scaling into full-service providers to meet rising demand for unified marketing stacks. As internal teams stay lean, external agencies that can do more—well—are becoming indispensable.

It also hints at the increasing expectations from SaaS and ISV ecosystems, where partners want more than content—they want results, fast GTM motion, and flexible support that spans branding to execution.

For Technology Leader Companies, Full Stack Marketing adds yet another engine to its broader portfolio of consulting ventures aimed at accelerating marketing, sales, and tech alignment.

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Setuply Taps PMI Certification to Sharpen Post-Sale Client Journeys

In an industry where onboarding delays and clunky implementations derail client trust, Setuply, Inc. just took a significant step forward: it’s now a certified partner of the Project Management Institute (PMI).

The move aligns Setuply’s AI-powered Client Management Experience (CMX) platform with the gold standard in project management. And it’s more than just a badge. It equips Setuply’s users—especially client success, onboarding, and implementation professionals—with PMI-aligned training that delivers both practical skills and Professional Development Units (PDUs) toward globally recognized certifications.

Why It Matters

Setuply has been quietly carving out its niche by solving a messy, often overlooked problem: the chaos that ensues after a deal closes. From implementation delays to fragmented communication, post-sale journeys can get rocky fast. That’s where Setuply comes in—with structured, transparent, and collaborative solutions for B2B teams navigating onboarding, managed services, and client success operations.

Now, as a PMI-certified partner, Setuply brings an added layer of professional development and credibility to the table—an especially attractive proposition as companies demand more cross-functional expertise and project rigor from client-facing teams.

“By aligning our learning resources to PMI standards, we’re helping professionals gain actionable knowledge and advance their careers,” said Kristin Maguire, Project Manager at Setuply. “This isn't just about credentials—it’s about real-world impact.”

A Strategic Advantage for B2B Teams

The partnership deepens Setuply’s value prop at a critical time. As customer expectations rise and post-sale complexity escalates, businesses are realizing that implementation and retention success is as much about skilled people as it is about smart platforms.

With PMI backing, Setuply is now positioned as not just a technology provider, but a strategic enabler of professional growth—a dual benefit for B2B companies focused on long-term client value.

For companies managing intricate post-sale workflows, Setuply now offers both the software and the skillset to make onboarding and customer success truly client-centric.

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Lemon Seed Marketing Picks Winner of $150K Brand Overhaul, Eyes Vegas Reveal

Lemon Seed Marketing has officially named the winner of its Great American Brand Story contest—though the lucky home service company remains under wraps until a grand reveal in Las Vegas this October.

The Texas-based branding and marketing agency, known for helping HVAC, plumbing, and electrical companies stand out in crowded markets, launched the contest to give one mid-sized home service business a $150,000 rebranding package—complete with a full suite of services from 11 industry-leading partners.

“This isn’t just a new logo and call it a day,” said Crystal Williams, founder and lead strategist at Lemon Seed. “This is a ground-up transformation that sets the winner up for real growth, long after the confetti stops falling.”

What the Winner Gets

While the selected company—chosen from a pool of HVAC, plumbing, and electrical firms with $1–$5M in revenue—won’t be publicly named until Service World Expo 2025 (October 28 in Las Vegas), their brand makeover is already underway.

The package includes:

• Branding & strategy from Lemon Seed Marketing

• New website by Online Access

• Digital data analysis from SearchLight

• Direct mail campaign via Mail Shark

• Wall wraps and signage from Real Graphics

• Service Nation membership and coaching

• Call center support by Pink Callers

• Client appreciation gifts from To Your Success

• Promotional materials from Criscione Bros.

• AI-powered communications platform from Chiirp

• 5-week PR campaign managed by Ripley PR

“We’re combining strategy, tech, and design to deliver something truly game-changing,” said Emily Fleniken, creative director and partner at Lemon Seed. “The impact goes far beyond the visual—this is about message, experience, and market reach.”

More Than Just Marketing

What sets this contest apart is the end-to-end approach. It’s not just about aesthetics or a slick website—it’s about giving a home service business the infrastructure to scale, with tools that tackle everything from lead nurturing to customer retention.

And for Lemon Seed, it’s a statement of purpose. The company has built its reputation by elevating the often-overlooked branding needs of trades businesses. The Great American Brand Story is a loud, proud extension of that mission.

“Home service companies face tough competition and complex growth barriers,” Williams added. “This contest proves what’s possible when the right resources come together.”

With the winner already in the midst of transformation, all eyes now turn to Service World Expo 2025, where Lemon Seed will unveil the brand’s new identity live on stage.

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Cloud Campaign’s White-Label Engine Is Powering Social Media for 70,000 Small Businesses

While the social media landscape grabs headlines with influencer drama and algorithm shifts, Cloud Campaign is doing something less flashy but far more consequential: powering the social media management back-end for over 70,000 small businesses through its white-label OEM platform.

The company’s embeddable solution has emerged as the go-to infrastructure for SaaS companies and digital platforms looking to add full-scale social capabilities—without reinventing the wheel.

In 2024, this quietly powerful product line surged by 400% year-over-year, becoming Cloud Campaign’s fastest-growing business segment. The momentum reflects a larger shift in SaaS: social media management is no longer a value-add—it’s becoming table stakes.

Why SaaS Platforms Are Embedding, Not Building

Instead of building social tools from scratch or chasing API access with every new platform update, Cloud Campaign’s OEM partners can plug in advanced features like:

• Content scheduling & approvals

• AI-powered workflows

• Analytics dashboards

• Multi-account management

All delivered under their own branding—via either a fully embeddable interface or a standalone white-label app.

“Cloud Campaign made it easy to embed powerful social media tools into our platform quickly and seamlessly,” said the Chief Product Officer of a leading home services software platform. “It’s helped drive customer adoption and internal efficiency.”

Platform Power Without Platform Pain

Cloud Campaign’s real edge? It helps SaaS providers accelerate go-to-market timelines without draining engineering resources or relying on fragile API workarounds. That’s a serious win in an era where speed, extensibility, and customer stickiness are critical.

“It’s incredibly rewarding to know that tens of thousands of small businesses are succeeding on social media thanks to the tools we've built,” said Ryan Born, CEO and Co-Founder of Cloud Campaign. “Our partners are delivering real value under their own brands, and we’re proud to be the infrastructure powering that success.”

Riding a Bigger Wave

The company’s OEM trajectory mirrors a bigger trend: marketing automation and content management tools are being absorbed directly into industry-specific SaaS platforms—from property management to healthcare to legal tech.

In this “platformization” of services, Cloud Campaign is essentially becoming the middleware of modern marketing, enabling vertical SaaS firms to leapfrog the dev-heavy process of building from zero.

With social media now considered essential for customer acquisition and engagement—even for SMBs—Cloud Campaign’s quietly embedded tools are making big noise in all the right places.

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ArcSpan Lands $5.2M to Supercharge First-Party Data Monetization for Publishers

As the ad tech world braces for a cookieless future, ArcSpan is doubling down on helping publishers turn their audience data into dollars. The publisher-first audience monetization platform just secured a $5.2 million Seed Extension, aimed at accelerating its AI roadmap and bringing new data tools to market faster.

The raise—backed by a mix of new and existing investors—signals strong confidence in ArcSpan’s mission: enabling publishers to transform first-party audience signals into high-performing, advertiser-ready solutions.

“Publishers are sitting on powerful audience signals but lack the tools to activate and monetize them efficiently,” said Art Muldoon, Co-Founder and CEO of ArcSpan. “This capital helps us build what publishers need—solutions that prioritize control, quality, and yield.”

What’s New: AI Upgrades & Turnkey Monetization

With the fresh funding, ArcSpan will speed up development on several new platform components:

• Audience Builder 3.0 – An AI-driven segmentation engine for building real-time, intent-based audiences.

• PMP Activation Hub – A marketplace layer for curated publisher deals, pre-integrated with SSPs and DSPs.

• ArcSpan QualityCloud™ & AQI – Contextual quality and ad placement scoring for smarter inventory planning.

These additions aim to streamline what has long been a fragmented post-cookie landscape: publishers with rich data but no scalable way to package it for advertisers, and marketers looking for signal-rich inventory without the baggage of third-party tracking.

The Bigger Play: From Data to Demand

Launched in 2023, ArcSpan’s AMS (Audience Management System) introduced the company’s Triple-A Framework—Aggregation, Amplification, and Activation—designed to simplify how publishers extract value from their own user data. Since then, ArcSpan has inked deals with major media companies and supply-side platforms (SSPs), serving as a connective layer between audience data and ad demand.

“ArcSpan is solving one of digital media’s toughest challenges,” said Al Muzaurieta, Co-Founder at investor firm Good Apple. “They’re enabling high-fidelity audience targeting that’s scalable and privacy-forward.”

With third-party cookies on their last legs, publishers are being pushed to act like data companies—whether they’re ready or not. ArcSpan’s model gives them enterprise-grade monetization infrastructure without requiring a PhD in data science or a battalion of engineers.

The company’s emphasis on publisher control and plug-and-play integrations is timely, especially as SSPs, DSPs, and advertisers all scramble for new signal sources.

With this latest round, ArcSpan plans to grow its product, data science, and publisher success teams—and deepen its reach across the programmatic ecosystem.

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Lytx Rolls Out AI-Powered Fatigue Detection Tech to Make Fleet Roads Safer

Fatigue has long haunted the commercial fleet industry—lurking behind late-night highway drifts, slow reaction times, and thousands of preventable collisions. Now, Lytx® Inc., a pioneer in video telematics and fleet safety, is confronting the issue head-on with its new Fatigue Detection solution, fusing machine vision, AI, and human intelligence for early, precise detection of drowsy driving.

Unlike traditional systems that rely on isolated signals or single events, Lytx’s tech monitors a continuous pattern of behaviors—like prolonged eye closures, nodding, lane drifting, and slouching—to proactively alert both drivers and fleet managers before fatigue becomes dangerous.

“Fatigue is progressive—it doesn’t show up in just one blink or swerve,” said Brendon Hill, SVP of Product at Lytx. “We’ve designed our technology to track nuanced indicators over time, delivering more accurate alerts and reducing false positives.”

What Sets Lytx Apart?

While other systems in the market offer reactive tools or basic detection, Lytx’s offering is proactive, contextual, and layered with expert human review, delivering:

• Early Detection: Real-time insight into fatigue onset, not just after-the-fact behavior.

• Advanced Accuracy: The fusion of MV+AI and human oversight ensures smarter, more reliable alerts.

• Workflow Integration: Fleet managers receive timely notifications they can act on immediately.

A safety director from a major healthcare distribution company who tested competing systems noted, “We trialed Lytx and Netradyne and found that Lytx Fatigue Detection was more accurate.”

A Growing Industry Problem

Driver fatigue remains a leading cause of fleet-related accidents, and with longer routes, tighter schedules, and a persistent driver shortage, the pressure isn’t easing. Fleet safety has become a top priority for multinational corporations (MNCs), prompting increased investment in intelligent safety systems that provide measurable ROI—not just in dollars, but in lives saved.

Lytx's Fatigue Detection is already proving to be a timely answer to the industry's demand for real-time, behavior-based interventions that blend technology with human discernment.

Availability

Lytx’s Fatigue Detection is available now and comes integrated with the company’s award-winning MV+AI technology platform, which powers safety and efficiency solutions across some of the world’s largest commercial fleets.

As safety tech evolves, fatigue detection is fast becoming a must-have feature—and with Lytx, it’s getting smarter, faster, and more scalable.

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