Upside

What Upside does

Upside (legal entity Dragonsight Labs, Inc.) is a revenue attribution and intelligence platform for B2B companies, founded in 2024 and headquartered in San Francisco. The platform is built around a forensically reconstructed knowledge graph (Genesis) that ingests raw signals from CRM systems (Salesforce, HubSpot), marketing automation (Marketo), call recordings (Gong), and email, then resolves them into a single connected model linking accounts, people, deals, and the touchpoints between them. Its proprietary AI agent, Dragonsight AI, evaluates causality, velocity shifts, and spend to produce explainable attribution insights with cited evidence. Modular product capabilities include Pipedash (multi-touch attribution), Deep Research (cohort-level analyst queries), Radiant (AI agent coaching with company definitions), Upside Agent (Claude-powered natural language querying), Miniapps (prompt-built internal apps), and the Upside MCP for AI assistant integration with Claude, ChatGPT, Cursor, and Codex.

The company operates a sales-led enterprise go-to-market with demo-first qualification and quote-based annual subscriptions. Onboarding is positioned as 'live in a day' via OAuth connections, and the platform targets go-to-market leaders — CMOs, VP GTM, and RevOps leaders — at B2B companies with large, complex, multi-stakeholder deals where traditional attribution models fail. The platform is SOC 2 Type II certified, GDPR and CCPA compliant, CSA STAR Level 2 certified, and certified under the EU-U.S. Data Privacy Framework. Named customers include ServiceTitan, Cresta, Syndio, dscout, Graphite, Comply, Assembled, and Wonderschool. Investors include XYZ Ventures, Emerson Collective, Peterson Ventures, and Westbound. The founding team — Mada Seghete (Co-founder & CEO; former Branch co-founder and CMO; Stanford MBA), Alex Bauer, Dan Ahmadi, and Jonas Bauer — previously worked at Branch, which scaled to $100M+ in revenue and a $4B valuation.

Name

Upside

Legal name

Dragonsight Labs, Inc.

Website

https://upside.tech

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Upside (Dragonsight Labs, Inc.) provides a B2B revenue attribution and intelligence platform that reconstructs deal journeys from CRM, marketing automation, call, and email data into a unified knowledge graph, using proprietary AI agents (Dragonsight AI, Upside Agent) and MCP integrations to serve enterprise and mid-market GTM teams with complex, multi-stakeholder deals.

Ownership category

akta.pro rank

Product category

Revenue Attribution Software

NAICS

Advertising Agencies (541810)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)

Keywords

• Revenue attribution software
• B2B analytics platform
• Go-to-market intelligence
• Multi-touch attribution
• Marketing attribution tools

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription Platform: Upside operates as a cloud-based SaaS platform providing revenue attribution and intelligence services. Customers connect their GTM data sources (CRM, marketing automation, email, call recordings) via OAuth integration. Pricing appears to be quote-based for enterprise accounts with live onboarding in a day.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Upside is a SaaS revenue attribution and intelligence platform for B2B go-to-market teams. It reconstructs what actually happened in every account by ingesting CRM, marketing automation, email, and call recording data and resolving every signal into a unified knowledge graph of accounts, people, deals, and touchpoints. AI agents then generate analyst-quality insights, multi-touch attribution with cited evidence, and natural-language querying of GTM data.

Product overview

Upside is a Revenue Attribution and Intelligence Platform structured as a unified platform with modular add-on capabilities. The core Data Foundation creates a clean, connected knowledge graph of accounts, deals, people, and touchpoints. The Dashboard provides visual exploration without SQL. Add-on modules include Deep Research (AI analyst-quality answers), Pipedash (multi-touch attribution with evidence), MCP (AI tool integration), Miniapps (custom dashboard generation), Radiant (AI agent coaching), and Upside Agent (Claude-powered querying). Genesis (knowledge graph for AI) and Mithril (enterprise permissions) are upcoming features.

Differentiator

Problem solved

Functional benefit

Products and services

• Data Foundation Core product that ingests data from CRM, marketing automation, email, and call recording systems and resolves every signal into a unified model of accounts, people, deals, and touchpoints. Built for enterprise B2B revenue teams.
• Dashboard Explorers and report cards that answer leadership questions about GTM performance without requiring SQL queries. Designed for revenue leaders and marketing operations teams.
• Deep Research AI-powered feature providing analyst-quality answers across entire cohorts of accounts or deals at once, returned as structured, cited data. Built for marketing operations and revenue analytics teams.
• Pipedash AI-powered multi-touch attribution product that attributes every revenue dollar to marketing and sales activities with cited evidence behind each attribution. Designed for CMOs and marketing leaders.
• Upside MCP (Model Context Protocol) Read-only integration that gives AI assistants such as Claude, ChatGPT, Cursor, and Codex direct access to Upside GTM data via the Model Context Protocol, enabling natural language queries without SQL.
• Miniapps

Quantifiable outcome

• 240 closed deals analyzed with AI-generated primary driver and 'what would change it' insights
• +3 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability7 records

Feature8 records

Partnerships

Nine partnerships are on record, tiered core, notable and event host.

• SalesforcecoreTechnology or IntegrationCRM integration via OAuth connection. Upside ingests account, opportunity, contact, and activity data from Salesforce to build the unified knowledge graph.
• HubSpotcoreTechnology or IntegrationMarketing automation integration via OAuth. Upside connects to HubSpot for campaign membership, contact, and engagement data.
• GongcoreTechnology or IntegrationCall recording and meeting transcript integration. Upside ingests meeting transcripts to recover touchpoints and understand deal conversations.
• Claude (Anthropic)coreTechnology or IntegrationUpside MCP enables Claude AI assistant to query Upside GTM data. Users can include 'Using Upside' in prompts to access deal intelligence through Claude.
• ChatGPT (OpenAI)coreTechnology or IntegrationUpside MCP integration with ChatGPT allowing users to @mention Upside connector to query GTM data from within ChatGPT conversations.
• Cursor / Claude Code / CodexnotableTechnology or IntegrationIDE integrations via MCP allowing AI coding assistants to access Upside GTM data for analysts and developers building on the platform.
• MarketocoreTechnology or IntegrationMarketing automation integration for campaign and engagement data ingestion into Upside's knowledge graph.
• Email SystemscoreTechnology or IntegrationEmail integration for recovering email touchpoints, extracting signals from email chains, and identifying stakeholder engagement.
• Notionevent hostGTM or Marketing PartnerUpside hosts 'Show & Tell: AI for GTM' meetup events at Notion HQ in San Francisco.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• 6sense: Account-based orchestration and predictive analytics platform with revenue attribution features. Comparable to Upside on GTM intelligence and dark-funnel visibility, but larger and broader in ABM scope.
• Demandbase: Enterprise ABM platform with attribution and account intelligence capabilities. Broader incumbent that overlaps with Upside on attribution and account-level GTM intelligence, but serves a wider ABM-focused use case.
• Adobe Marketo Measure (Bizible): Adobe's B2B attribution platform (formerly Bizible), integrated into the broader Adobe Experience Cloud. Directly comparable to Upside's Pipedash multi-touch attribution offering, but bundled into a much larger marketing stack with a longer enterprise sales cycle.

Direct peers

• Wicked Reports: Multi-touch attribution platform focused on connecting marketing spend to revenue outcomes. Comparable to Upside on attribution methodology and serving growth-focused B2B and DTC teams, though more SMB-leaning.
• Dreamdata: B2B revenue attribution platform purpose-built for SaaS companies, ingesting data from CRM, marketing automation, and product tools. Directly competes with Upside on B2B-specific attribution, account-based analytics, and dark-funnel touchpoint recovery.
• Factors.ai: B2B marketing attribution and intent data platform with account-level journey analytics. Directly comparable to Upside on multi-touch attribution, account identification, and serving enterprise B2B GTM teams.
• Attribution App: B2B attribution and marketing analytics platform targeting SaaS companies' RevOps teams. Directly comparable to Upside on multi-touch attribution, CRM data integration, and revenue intelligence use cases.
• HockeyStack: AI-powered B2B revenue attribution and analytics platform targeting similar RevOps and CMO personas. Comparable to Upside in combining attribution with AI-generated insights and account journey analysis.
• CaliberMind: B2B revenue attribution and pipeline analytics platform built on CRM data, targeting RevOps leaders at SaaS companies. Comparable to Upside on attribution modeling, campaign influence, and account-level journey analytics.
• Rockerbox: Marketing attribution and marketing mix modeling platform serving mid-market and enterprise B2B teams. Closely comparable to Upside on multi-touch attribution, MTA/MMM hybrid measurement, and serving RevOps and CMOs as primary buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/upsidegtm
• YouTubeyoutube.com/@upsidelabs
• LinkedInlinkedin.com/company/upsidelabs
• Instagraminstagram.com/unfilteredupside

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Upside