Funnel
Marketing intelligence software for data integration, measurement and activation.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 2014
- Headquarters
- Sweden
- Company size
- 201–500
- Market role
- MarTech Vendor
- Official website
- funnel.io
What Funnel does
Funnel operates a B2B SaaS model centred on a marketing intelligence platform. It creates value by reducing manual marketing reporting work, centralising fragmented campaign and revenue data, and enabling downstream analytics and activation. The business expands account value through tiered subscriptions, usage-based capacity pricing, premium analytics modules, and enterprise services such as bespoke connector development.
Category differentiation
This company is a B2B marketing intelligence software vendor, not a sales funnel builder or landing page tool. It is closer to marketing data infrastructure and measurement platforms than to CRM or website funnel software.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Funnel is a Swedish B2B software company that provides a cloud platform for collecting, normalising, modelling, measuring and activating marketing data. Its core products help marketing teams, analysts, agencies and operations teams connect data from advertising, CRM and sales systems, build a unified dataset, analyse campaign performance, and send first-party conversion data back to advertising platforms. The company primarily makes money through subscription software sold on tiered plans based on data capacity, feature access and usage, with higher-value add-ons for measurement and enterprise capabilities. Its 2024 acquisition of Adtriba expanded Funnel from data integration into unified marketing measurement, adding marketing mix modelling, attribution and incrementality testing to its broader marketing intelligence offering.
Company news briefing
Briefing updated:
Funnel has deepened its enterprise and agency market penetration by expanding its connector library to over 600 and introducing specialised agency pricing. Building on its mission to provide trustworthy data for over 3,000 customers, the launch of the 'Build with Funnel' initiative indicates an evolution towards a developer-centric platform model. These updates, alongside an emphasis on reverse ETL capabilities, reinforce Funnel’s strategic focus on converting measurement insights into actionable budget decisions for mid-market and enterprise organisations.
Business model & monetisation
Funnel monetises through recurring SaaS subscriptions with tiered plans tied to data capacity, connector access and platform features. It also uses usage-based pricing via flexpoints for processing volume. Additional revenue comes from premium add-ons such as Funnel Measure, whose pricing depends on media spend and implementation complexity, and from managed enterprise services including custom connector development.
- Core data hub subscriptions
- Software Subscription
- Usage-based data processing capacity
- Software Subscription
- Measurement add-ons
- Software Subscription
- Enterprise managed integrations and custom connectors
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Competitors & alternatives
- Hightouch
Warehouse-native customer data activation and composable CDP software.
- Mapp
Integrated marketing cloud for data, analytics and automation.
- Tealium
Enterprise customer data platform for collection, unification and activation.
- Supermetrics
Marketing intelligence software for data integration, reporting and activation.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
CMO-CFO Relations: A Two-Way Street
Marketing Strategy · Recorded impact score: 2/5
Funnel's Carl Ronander argues that CMO-CFO relationships are often one-sided, with marketers expected to adopt finance's language while finance fails to understand modern marketing's long-term value. He emphasizes the need for marketers to speak in credible data, while CFOs must recognize that digital's deterministic click-based era has ended due to privacy regulations and AI-driven zero-click searches. Ronander points to Nike's CFO David Denton and CMO Nicole Graham as a live test case. He references Funnel research showing only 13% of marketers communicate very well with finance, and LinkedIn B2B Institute data indicating 96% of B2B marketers expect campaign effects within two weeks—which he calls unrealistic. The article advocates for aligning on long-term investment frameworks, noting that CMO tenures are shrinking to 4.1 years, underscoring the need for mutual understanding and better reporting.
- Funnel's research found only 13% of marketers communicate very well with finance.
- 68% of US Google searches ended without a click in the first four months of 2026.
Paid Search Still Growing Despite Answer Engines
Search · Recorded impact score: 3/5
A Funnel report analyzing ad spend from over 5,000 companies finds paid search continuing to grow despite the rise of answer engines and generative search. Paid search spend rose 122% in the 15 months to April 2026 in the US (from $45m to $100m), with most growth concentrated in Google/Alphabet and Meta/Facebook. Social media spend grew faster (150%) over the same period and is increasing its share of total digital spend, with TikTok showing rapid growth in EMEA. APAC experienced very strong growth overall. Digital ad spend is also becoming more seasonal, with Black Friday seeing large year-on-year increases across regions, particularly on social channels.
- Funnel, a marketing intel platform, claims to handle 11% of all global digital ad spend.
- Paid search spend grew 122% in the 15 months leading up to April 2026 in the US, increasing from $45m to $100m.
Careers & open positions
Open positions indexed from verified career portals and applicant tracking systems.
| Position | Department | Location | Posted |
|---|---|---|---|
| Measurement Consultant(Mid-Level) | Measurement | Boston, Massachusetts, United States |
Explore company relationships
Questions about Funnel
What is Funnel?
Funnel is a B2B marketing intelligence platform that centralises marketing and sales data, supports measurement, and enables data activation into ad platforms.
Who uses Funnel?
Its users are mainly marketing teams, performance marketers, analysts, BI teams, marketing operations teams and agencies.
How does Funnel make money?
It makes money through recurring SaaS subscriptions, usage-based capacity pricing, premium measurement add-ons and enterprise integration services.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
19 publicly documented primary sources and citations linked across the market graph.
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