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 - Intro
• 01:21 - Understanding the Buyer Journey
• 05:27 - The Role of AI in Marketing Execution
• 11:02 - Navigating Privacy and Personalization in Ads
• 14:37 - Leveraging Intent Data for Targeting
• 19:53 - The Emergence of GTM Engineering
• 22:06 - Creating a Unified Data View for Decision Making
• 25:31 - Personal Insights and Advice from Sri
• 26:00 – Sri's Favorite Activity to Get Into a Flow State
• 27:22 – Sri's Advice for His Younger Self
• 29:12 – Biggest Challenges and Goals for Factors AI
• 31:06 – Instrumental Resources for Sri's Success
• 33:09 – What Does Success Mean for Sri Today
• 35:26 – Get in Touch with Sri

Get in Touch with Sri:

Sri's LinkedIn

Sri's Email

Mentions:

Abraham Eraly

Ben Horowitz

factors.ai

InMobi

HubSpot

G2

Bombora

Zapier

Webflow

Slack

WhatsApp

ClickUp

Notion

Books:

The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz

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