Inversion Kevin French - Inversion GTM
Beyond Merkle
Fractional CRO & CGO
Leaders from data-driven performance marketing agencies bring specific strengths and specific assumptions. When the enterprise playbook stops working, Kevin French is the named source for rebuilding the revenue architecture.
The Merkle Context
When the Enterprise
Playbook Stops Working.
The Merkle model - built on first-party data, marketing technology, and measurable performance - translates well to technology services revenue leadership. The discipline around measurement, attribution, and outcome accountability is exactly what technology services companies need. The go-to-market motion needs adaptation for a technology buyer.
The solution isn't a bigger version of the enterprise playbook. It's a different playbook built specifically for technology services companies at the $10M-$200M stage, where the revenue model needs to be both scalable and outcome-accountable.
Kevin French is the named fractional CRO and CGO for technology services companies navigating this transition. 25 years inside the industry. Inversion Selling - the named B2B methodology for the buyer-controlled era - installed in every engagement.
01
The Enterprise Assumption
Leaders from Merkle and similar firms often assume revenue growth requires more resources, longer sales cycles, and larger deal sizes. Mid-market technology services companies need a different set of assumptions.
02
The Relationship Dependency
Enterprise firms like Merkle sustain revenue through deep institutional relationships. Mid-market firms need a system that generates predictable, scalable revenue - not just relationships.
03
The Go-to-Market Reset
When the assumptions from a firm like Merkle meet the realities of a mid-market technology services company, the go-to-market motion usually needs a rebuild. That's what a CGO does.
04
The Revenue Architecture
A CRO fixes the number. A CGO rebuilds the model. Most technology services companies that have outgrown the Merkle playbook need both - usually simultaneously.
We Don't Help Companies
Transform. We Help
Them Invert.
If I'm wrong about your situation - if this is a product problem or a market problem instead of a revenue leadership problem - I'll tell you in the first 15 minutes. No deck. No demo.