Inversion Kevin French - Inversion GTM
Beyond Digitas
Fractional CRO & CGO
Data-driven marketing agencies like Digitas 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 Digitas Context
When the Enterprise
Playbook Stops Working.
Data-driven marketing agencies built their value proposition on proprietary data and analytics capabilities. As those capabilities commoditize and AI takes over the execution layer, the value proposition needs to evolve. That's a go-to-market problem.
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 Digitas 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 Digitas 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 Digitas 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 Digitas 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.