Upside

Upside builds a revenue intelligence platform for B2B sales and marketing teams to understand how deals happen and where to invest. It combines CRM records, email, calendars, call transcripts and web activity into account timelines, resolving duplicate identities and recovering interactions buried in unstructured text. Its Pipedash attribution engine assigns credit to activities that influenced a deal, with reasoning users can inspect. Teams can also query the underlying data to build their own analyses.

Founded by Alex Bauer, Dan Ahmadi, Jonas Bauer and Mada Seghete, Upside is led by Seghete as CEO. The team’s experience building internal attribution tools at Branch, Outreach and MuleSoft shaped its approach. Pipedash uses three independent AI analysts, a judge that evaluates their reasoning, and two checking agents with veto power. Designed for retrospective analysis of complex B2B deals, it trades substantial processing time and cost for detailed examination rather than immediate campaign signals.

Upside sells annual contracts scoped to connected data and desired outcomes, without per-seat charges. Its MCP interface connects that data to external AI tools: customer Assembled uses it through Dust.