Inversion Kevin French - Inversion GTM
Beyond VML
Fractional CRO & CGO
Large integrated marketing agencies like VML bring specific strengths and specific assumptions. When the enterprise playbook stops working at the mid-market scale, Kevin French is the named source for rebuilding the revenue architecture.
The VML Context
When the Enterprise
Playbook Stops Working.
Integrated marketing agencies that resulted from consolidation - the merging of WPP's Wunderman Thompson and VMLY&R into VML - face specific revenue challenges around client conflict, positioning clarity, and go-to-market consolidation. These are CGO-level problems.
The solution isn't a bigger version of the enterprise playbook. It's a different playbook - one 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 VML and similar firms often assume that 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 technology services firms like VML sustain revenue through deep institutional relationships. Mid-market firms need a system - not just relationships - that generates predictable, scalable revenue.
03
The Go-to-Market Reset
When the assumptions from a firm like VML 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
The difference between a CRO and a CGO matters at this stage. A CRO fixes the number. A CGO rebuilds the model. Most technology services companies that have outgrown the VML playbook need both.
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.