Harnessing the power of technology for marketing, sales and revenue operations teams


CabinetM helps marketing and sales teams build, manage, and optimize their technology suite in a rapidly transforming digital marketing environment. The platform enables full lifecycle support around technology discovery, qualification, implementation, and management by individual marketers, teams, and throughout enterprise organizations.

Our Story

We both grew up in the tech start-up world as marketers; - Anita inside companies and Sheryl working externally as a consultant. Each of us has worked with companies from inception to IPO, to acquisition, and through challenging periods of integration. After years of hands-on startup marketing roles, we decided to take a break and transition to angel investing. Together we ran Golden Seeds Boston, an angel investment group focused on supporting gender diverse teams. After two years, our paths diverged for a short period of time; Anita stepped in to run a growing ecommerce start-up and Sheryl expanded her role in the Boston startup ecosystem, focusing her attention on investing in, and mentoring, start-up MarTech companies.

At the startup she was running, Anita saw first-hand how difficult it was for her topnotch digital marketers to find and implement new marketing tools. As Sheryl spent more and more time with MarTech startups, she saw how hard it was for them to reach customers. These two groups needed one another, but they weren’t connecting in an efficient and productive way. It was those insights that served as the original spark for CabinetM.

Our first goal was to catalog all the different tools available to marketers. When we started the company, common wisdom suggested that there were approximately 1,000 tools. Fast forward to 2020 and we now have a database of more than 15,000 tools across 500+ categories. As we did the market validation work required of every start-up, we learned that finding tools wasn’t the only challenge companies were facing related to marketing technology, we also found that companies were struggling to:

  • Track and manage the technology they already had
  • Transition to centralized management of their technology
  • Deal with auto-renewal clauses in vendor subscriptions
  • Ensure that security risk was minimized and data compliance regulations were addressed

Today, CabinetM is a sophisticated platform, purpose-built for technology operations teams. Our goal is to provide our customers with all the tools they need to manage the entire lifecycle of the technology products that they use – from sourcing to retirement. In evolving the platform, we rely heavily on input from our user base, they are the best product managers we could ever hope for and teach us something every day.

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