Measurement systems
Replacing lead counts with a framework that follows value from brand through to retention.
B2B Insights & Measurement
Pavels Kilivniks
I help leadership teams measure what actually drives revenue.
I work in the unglamorous middle ground between what marketing does and what finance recognises. Most measurement systems are assembled from whatever each tool happens to count, so they optimise for numbers that are easy to produce rather than numbers that explain a decision. My work is changing what gets measured.
What I work on
Four problems I keep coming back to
Buying-group insight
Reading the committee that actually decides, not the one person who filled out a form.
Incrementality & testing
Practical tests that separate real lift from seasonality, luck, and someone else's pipeline.
AI-shaped research
Tracking whether AI assistants mention you while buyers quietly build their shortlist.
Projects
Books, tools, and things in progress
Interactive dashboards, calculators, and a playbook are being built out here.
Stop Counting Leads
LiveA measurement playbook for the people who fund B2B marketing and answer for it. Available on Amazon.
LinkedIn account list enricher
LivePaste a company list to see exactly what will cost you match rate, then enrich it into LinkedIn's upload format with every field's source and confidence recorded.
Measurement dashboard
LiveAn interactive sample dashboard showing what a revenue-first B2B measurement view looks like in practice.