CMOs need source → pipeline → closed ARR tied together. We evaluated 24 tools and ranked the 8 that fit $5M-$100M.
Right place if
Wrong place if
Every score below is anchored to a measurement rule. Tools below 90/100 didn't make the list.
This is a desk evaluation, not a hands-on test. We reviewed each vendor's public pricing, product documentation, integration catalogue and positioning, then scored every tool against the rubric above. Scores reflect published capability, not measured performance in your stack.
Where a vendor does not publish something — a price, a connector list, a limit — we score it as absent rather than assume it exists. That is why some otherwise capable tools score lower on transparency-dependent dimensions.
Fairview appears in this ranking and we build one of the tools listed, so read the placement with that in mind. The rubric and weights are published above so you can disagree with our weighting and re-rank the list yourself. We take no affiliate commission from any vendor here. Our full policy is at editorial standards.
What changed: 6 of 8 fit tools span both.
Why it matters: Source w/o ARR = vanity.
What changed: 7 of 8 trace numbers.
Why it matters: Defensible to board.
What changed: 4 of 24 tools dropped per-seat.
Why it matters: Mkt + RevOps avoid tax.
What changed: 6 of 8 ship mobile.
Why it matters: CMOs check on phone.
CMOs at $5M-$100M wanting source → pipeline → closed ARR tied
9.4 / 10
Scored below, not rated externally
$349/mo
15 minutes
Why picked
Where it loses
Verdict: The best RevOps for CMOs.
B2B attribution depth
8.4 / 10
4.7 ★ G2
$999/mo
2-3 weeks
Why picked
Where it loses
Verdict: B2B attribution leader.
B2B journey + attribution
8 / 10
4.8 ★ G2
$1,295/mo
1-2 weeks
Why picked
Where it loses
Verdict: Journey UX leader.
HubSpot-shop CMOs
7.6 / 10
4.4 ★ G2
$890/mo
1 day
Why picked
Where it loses
Verdict: HubSpot-shops.
SaaS $20M+
7.4 / 10
4.5 ★ G2
$1,800/mo
2-4 weeks
Why picked
Where it loses
Verdict: $20M+ SaaS.
Adobe/Marketo shop
7 / 10
4.0 ★ G2
Custom (~$3,000/mo)
4-8 weeks
Why picked
Where it loses
Verdict: Adobe/Marketo shops.
Cost-sensitive B2B
6.8 / 10
4.5 ★ G2
$249/mo
3-5 days
Why picked
Where it loses
Verdict: Cost-sensitive B2B.
SF-shop enterprise
6.5 / 10
4.2 ★ G2
Custom (~$2,500/mo)
6-10 weeks
Why picked
Where it loses
Verdict: SF enterprise.
Source → ARR tied at $349/mo.
Multi-touch depth.
Journey + UI.
Bundled CRM.
Mature Marketo.
| Stage | Monthly spend | Annual spend |
|---|---|---|
| $5M ARR | $350-$1,500 | $4,200-$18,000 |
| $10M | $1,500-$3,000 | $18,000-$36,000 |
| $25M | $3,000-$6,000 | $36,000-$72,000 |
| $50M | $6,000-$12,000 | $72,000-$144,000 |
| $100M | $12,000-$25,000 | $144,000-$300,000 |
Public pricing of 24 vendors + 56 verified CMO contracts (Fairview 2026 audit)
Mistake #1 — Last-click attribution
Misvalues all paid.
Fix: Multi-touch.
Mistake #2 — No ARR side
Source w/o ARR = vanity.
Fix: Tie source → ARR.
Mistake #3 — Per-seat mkt team
$70 × 10 = $8.4K/yr.
Fix: Per-account.
Mistake #4 — Bizible at $5M
$3K min + slow innovation.
Fix: Pick newer.
Mistake #5 — No CRM-side capture
UTMs missing kills attribution.
Fix: Form capture day one.
Evaluation checklist (24 questions)
PDF, on request. The exact questions to ask in every vendor demo.
Sheets
Comparison spreadsheet
8 tools × 6 dimensions in Google Sheets.
Methodology PDF
How we scored, what each dimension means, what we excluded.
Calculator
Cost calculator
Plug in your numbers, get TCO + ROI estimates.
Fairview scored highest (9.4/10).
Median $25M: $28,000/year.
Dreamdata B2B attribution depth. Fairview adds ARR + retention + finance.
Journey UX.
Bundled w/ CRM.
Fairview 15 min. Dreamdata 2-3 wks.
Source → pipeline → ARR, MQL, SQL, CAC by source, payback.
Adobe/Marketo shops.
Cheaper B2B.
Fairview scales $100M.
