Sydney-based martech startup Nevam has raised $1.2 million to scale what it calls the first “live journey mapping command centre” for enterprise marketers.
The round follows a successful stint for the startup as part of Techstars Sydney’s 2024 cohort. It has now been backed by the accelerator as well as Brand Fund, the Huljich Family Office, and angel investors.
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Founder and CEO Brittany Fox said the funding comes at a moment when enterprises are leaning heavily into AI-generated content but often losing sight of how it actually lands with customers.
“The blind spot is all the new journey flows created and potentially missed tracking to understand where the failure points were between the content and conversion,” Fox told SmartCompany.
“More is going out, with less thought about the journey or its tracking to optimise. We are moving to an era where agents are the customer and we need to be more proactive instead of relying on analytics to optimise.”
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Fox said Nevam’s early rollout with Endeavour Group’s BWS stores highlighted how complex it can be to act on insights in practice.
“We found we needed KPIs and time tracking as a new metric to support the business on decisions to prioritise as well as analytics proof points. So we ended up building and rolling out new metrics to give them wider visibility in operational efficiencies,” Fox said.
What Nevam says it does differently to other martech platforms
Fox said Nevam is not aiming to deliver a “single customer view” in the way many martech platforms claim to do.
“We think that is a pipedream now and has been for a while with so many disparate systems,” Fox said.
“What we are promising is a single customer view of the entire experience. Customers can’t be tracked omnichannel especially when they jump between flows on different channels. But we can determine every experience, send agents through it, leverage analytics and VOC to create a better experience proactively.”
To avoid becoming another layer of complexity in already crowded enterprise stacks, Nevam positions itself as a control room.
“The whole mission is to become the marketing command centre, where each tool that executes and tracks is synced into Nevam so the businesses can better leverage those tools.
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Most tools support vertically; we are connecting the ecosystem to simplify and make it more efficient. We are seeing consultants get onboarded into our clients in a fraction of the time, and campaigns get designed and executed in days instead of months.”
On competition, Fox argued Nevam’s advantage lies in solving the less glamorous problems that AI hype often overlooks.
“Everyone today is looking at AI in flashy new ways. We are catching all of their blind spots and will be supporting the businesses to better leverage their tools. We make them look good,” Fox said.
“If they try to copy, it means I am doing something right. Then they have to keep up and do it better, but without the insight of delivering this work for a decade.”
As for the new funding, it will go towards expanding the Nevam team and adding to the product roadmap. This will include baking in what Fox calls a “CX digital twin”.
“We see a massive opportunity… to disrupt analytics and NPS. We will be building our tool to put that infrastructure in place and work with our enterprises to develop strong case studies to scale into other industries.”
