Trulioo is a global identity verification platform that helps companies achieve regulatory compliance, reduce risk and expand their businesses by enabling verification of more than 5 billion people and 700 million business entities across 195 countries.
Trulioo is headquartered in Vancouver, Canada, with additional offices in San Diego, Dublin, and Singapore. The company has more than 400 employees, with just over half based in Canada.
Dawn Crew became Trulioo’s first ever chief marketing officer in March 2022, just as the company and the economy emerged from the pandemic shutdown era into a turbulent economic downturn.
The Challenge
Dawn's first initiative was to better understand the demand engine, aiming to improve pipeline predictions by creating GTM metrics that measure a repeatable, scalable business. Her goal was clear: Identify and track specific marketing investments that would consistently generate predictable pipeline outcomes.
At the time, Trulioo’s marketing team needed a better handle on their demand engine metrics. The stage definitions in Salesforce CRM had different meanings to different people across different functions. Marketing, finance, and sales needed a unified and aligned view of the funnel that was a consistent single source of truth across the business.
Executives and their staff spent hours trying to corral data in order to surface insights – only for that data to be [inconsistent or] stale by the time it was presented to executives or the board. If the CEO or CFO asked ad hoc questions, Crew had to request still more time to find appropriate answers.
Crew – and her Trulioo colleagues – wanted a single source of truth for funnel metrics reporting. That would allow for better revenue marketing strategies and decision-making.
Crew could also elevate marketing’s credibility with her colleagues and the board by delivering evidence-based GTM presentations. Better cross-functional alignment would lead to better marketing spend decisions, which would drive more revenue.
The Mperativ Solution
“It’s like Jenga,” she says. “With Mperativ, we can pinpoint where to invest by identifying which campaigns to scale, which to discontinue, and which are most effective at driving pipeline within a given time period.” – Crew
Crew met the Mperativ founders at a CMO workshop and requested a demo. She saw the power of the platform to transform her revenue marketing immediately.
Deployment was fast. In just two weeks, Truiloo’s data in Mperativ unlocked views into how the team’s marketing efforts impacted the full funnel.
“This helped us build credibility with sales and finance, allowing us to show the impact of marketing investments and how far into the funnel they were driving impact,” Crew says.
Crew and her team finally had that single source of truth that solved enterprise metrics reporting for Trulioo. Mperativ also helped the marketing team build credibility with finance through evidence-based insights and data-driven explanations.
“Too often, finance and marketing don’t see eye to eye. Mperativ has allowed the marketing team to evolve and strengthen our relationship with finance. Now, it’s built on metrics and shared, aligned goals,” she says.
“Mperativ is an easy to use tool that democratizes marketing,” says Richard Wasylynchuk, the vice president of marketing operations for Trulioo. In his previous roles, aligning a company's data and analytics could take numerous meetings. With Mperativ, he only needed one.
“It takes the complexity from Salesforce and simplifies it for the end user. Marketers can easily see what's happening,” he says. “The visualization and trend data is really powerful.”
From her vantage point, Crew cites two key areas impacted by Mperativ.
She meets weekly with her CEO and CFO to review the enterprise funnel. Mperativ gives her confidence in her data, and her team doesn’t have to spend hours creating reports. When her colleagues ask questions, Crew can quickly drill down into her key metrics via a few clicks in Mperativ.
For fiscal year 2025, Trulioo shifted to an account-based marketing approach with a defined list of target accounts. In addition to lead-based KPIs, they monitor corresponding account-level KPIs — a capability Mperativ delivers seamlessly right out of the box.
“What's really valuable for me is the understanding of conversion and velocity through Mperativ,” she says. “That’s a challenging analysis to do. The fact that we can go in, look at the funnel conversion rates by lead or account, and seamlessly flip between segments allows us to pinpoint our best opportunities from a conversion and velocity standpoint.”
The visibility with Mperativ also helped in understanding velocity and days in stage to identify stalls in their funnel, which in turn led to 25% improvement in marketing to SDR handoff process inside those targeted accounts in two quarters.
Mperativ’s strategic attribution capabilities allow Crew to see how specific campaigns and marketing spend impact pipeline. Segmentation capabilities offer her team flexibility to examine overall performance, and also pivot quickly to look at cohorts, by industry or by account. They can pull the analytics with a few easy clicks.This allows her to scenario plan to make more powerful decisions about future campaigns that are more likely to drive Trulioo’s pipeline goals.
“With Mperativ, we can segment data to gain insights into metrics for our most critical target accounts,” she says. “It enables us to track how those accounts are engaging, identify which campaigns influence them, and follow their journey throughout the funnel.”
“It’s like Jenga,” she says. “With Mperativ, we can pinpoint where to invest by identifying which campaigns to scale, which to discontinue, and which are most effective at driving pipeline within a given time period.”