Srikrishna Swaminathan is the Co-Founder and CEO of Factors.AI, a platform that helps B2B marketers understand, attribute, and optimize their go-to-market performance through data-driven insights. With a career spanning product, sales, and strategy, Sri has built and scaled high-performing teams, including a $100 million business unit at InMobi, before turning his focus to marketing analytics and revenue intelligence.At Factors.AI, Sri has led the company’s mission to simplify complex marketing data by unifying customer journeys, automating attribution, and surfacing actionable insights for marketers. He emphasizes the importance of connecting marketing activity to real business outcomes, advocating for transparency, precision, and measurable impact in every GTM motion.In this episode we cover:00:00 - Intro01:21 - Understanding the Buyer Journey05:27 - The Role of AI in Marketing Execution11:02 - Navigating Privacy and Personalization in Ads14:37 - Leveraging Intent Data for Targeting19:53 - The Emergence of GTM Engineering22:06 - Creating a Unified Data View for Decision Making25:31 - Personal Insights and Advice from Sri26:00 – Sri's Favorite Activity to Get Into a Flow State27:22 – Sri's Advice for His Younger Self29:12 – Biggest Challenges and Goals for Factors AI31:06 – Instrumental Resources for Sri's Success33:09 – What Does Success Mean for Sri Today35:26 – Get in Touch with SriGet in Touch with Sri:Sri's LinkedInSri's EmailMentions:Abraham EralyBen Horowitzfactors.aiInMobiHubSpotG2BomboraZapierWebflowSlackWhatsAppClickUpNotionBooks:The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben HorowitzTag Us & Follow:FacebookLinkedInInstagramMore About Akeel:Twitter

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