Operational Consulting

Our operational consulting services are developed with a deep understanding of the challenges that face today’s B2B marketing and sales leadership.

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Buyer’s Journey Services

Account-based Marketing

Our ABM consulting services the entire account-based marketing journey, from organizational alignment and target account selection, to program ideation, design, and messaging to activation and reporting. We guide you through the ecosystem of technology, data, and tools that will make your program a success, and give you the tools to scale your impact.

How we do this:

  • Conduct organizational alignment and ABM readiness exercise to deliver ABM Charter
  • Determine the right ABM approach and collaborate, vet and verify target accounts
  • Align on program strategy, clustering, segmentation
  • Create program design, messaging and orchestration blueprint
  • Ensure technology and tools are set up and integrated into the program design
  • Activate program with full or partial agency services
  • Configure reporting to align with KPIs
The Demand Continuum

The Demand Continuum

The “Align, Design, Activate” approach

The “Align, Design, Activate” approach

Sample play tactics

Sample play tactics

Multichannel Campaign Design

Your campaign is more than just a set of tactics. Our multichannel campaign design service takes an audience-centric approach to multichannel, ensuring that the holistic impact is more than just a sum of its parts.

How we do this:

  • Identify audience and segmentation strategy
  • Determine channel feasibility
  • Create program strategy, design, messaging
  • Align content and offers
  • Develop detailed orchestration and reporting schematics
  • Activate with full or partial agency services
Sample messaging framework

Sample messaging framework

Sample content manifest

Sample content manifest

Nurture Framework and Design

A systemic nurture framework is a foundation of demand creation. We work with you to create an ecosystem of multi-channel, always-on programs that engage, qualify, and convert.

How we do this: 

  • Review your lead management process and identify areas where systemic programs need to be implemented or improved
  • Review all acquisition channels and data capture strategy
  • Identify audience and segmentation strategy
  • Align programs to lead management framework with complementary entry and exit criteria
  • Develop a tactic mix that transcends email-only
  • Align each program’s messaging, content and offers do the buying process
  • Design and activate programs as desired
Nurture gap analysis

Nurture gap analysis

Customer Lifecycle Optimization

Customer Experience is a coordinated, cross-functional initiative that ensures your customer has success with your product, expands their investment, and advocates for your company. We assess your customer journey through the lens of 9 functional elements that contribute to a high-powered customer experience program.

How we do this:

  • Journey Mapping and Onboarding
  • Customer Health Assessment
  • Data hygiene, process, and technology
  • Segmentation
  • Renewal Processes
  • Expansion Processes
  • Win-Back Strategy

 

Other Buyer’s Journey Consulting Services Offered:

Digital experiences, Buyer persona development, Messaging

Customer Lifecycle Framework

Customer Lifecycle Framework

Process and Infrastructure Services

Campaign Planning Process Development

Campaign planning process development provides a framework for you to align campaigns to revenue goals, assign roles and responsibilities, and create better synchrony within the marketing function.

How we do this:

  • Virtual or in-person workshop
  • Establish cross-functional roles and responsibilities (RACI) with defined planning and meeting cadence
  • Working sessions with templates for campaign strategy development
  • Demand planning and program requirements
  • Develop execution workflow
  • Reporting requirements
  • Coaching, training, and support
  • Best practices and standardized templates
Campaign planning workflow

Campaign planning workflow

Program development workflow

Program development workflow

Funnel Taxonomy, Lead and Account Scoring

Scoring and funnel definition is a foundation for campaign planning and predictable revenue. Our service works with you to define the stages of your lead management process, and to create a relevant scoring model that will help prioritize demand early in the funnel.

How we do this:

  • Cross-functional workshopping
  • Incorporate explicit, implicit and third party data sources to model lead and account desirability
  • Document the funnel stages and definitions, keys to conversion and service-level agreements that govern the lead management process
  • Pressure-test scenarios
  • Coach, train and implement
Lead management ecosystem

Lead management ecosystem

Sample funnel taxonomy

Sample funnel taxonomy

Scenario planning

Scenario planning

Sales Enablement

Revenue generation is a collaboration between marketing and sales. Our Sales Enablement service provides sales and lead development the tools to deliver a seamless buying experience from initial engagement, all the way through to close.

How we do this:

  • Email and voicemail scripts
  • Playbooks and tools
  • Objection handling

Data, Tools, and Tech

Martech Vision and Roadmapping

Strategy and technology can be a “chicken and egg” scenario. What comes first? We work with you to create a martech roadmap that aligns with your vision, goals and team skills. We assess your current stack, identify gaps and make recommendations to ensure you’re maximizing investments in technology and tools.

Martech maturity framework

Martech maturity framework

Martech gap analysis

Martech gap analysis

KPIs, Reporting, and Dashboards

Marketing reporting differs by audience. Our reporting service helps align KPIs with the audience, and creates dashboards from one or more data sources that deliver relevant insights.

How we do this:

  • KPI definition and discovery
  • Dashboard mock-ups
  • Data mapping and implementation
  • Rollout and maintenance

Intent Data Strategy

Activating intent data is our specialty. Whether it’s being leveraged as part of an ABM program, or in conjunction with a media investment - we can ensure your intent program is set up to deliver insights at each stage of the buying process.

© Inverta 2021

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