Horizon Media, a media agency, launched Green Thread, a B2B practice designed to help clients achieve consistent revenue growth through modern, data-driven strategies. Additionally, Horizon acquired the Revenue Enablement Institute (REI), an advisory and research firm, to accelerate Green Thread's operational development.
Green Thread will focus on improving financial performance at client companies by connecting their sales and marketing approaches and activities. The practice will offer strategic advisory, program management and practical execution services by pairing new specialized B2B services and Horizon's existing marketing solutions.
Chris Hummel, a two-time Fortune 500 CMO, will lead Green Thread as President to design, orchestrate and execute impactful growth strategies serving the B2B customer segment.
For its part, REI provides independent, credible research and thought leadership on the science of growth for boards, C-level officers and other sales, marketing and service leaders. These insights and an engaged community will serve as the key elements of Green Thread's new specialized service offerings. REI's Managing Director, Stephen Diorio, will continue to lead the Institute and report to Hummel.
“Green Thread fills a gaping hole in the solution support ecosystem for most enterprises by aligning sales, marketing and service strategy and by helping establish an operational blueprint for connecting commercial business processes, enterprise data and other company growth assets,” said Hummel, in a statement. “B2B companies often have multiple consultancies, research institutes and agencies simultaneously tasked with solving isolated go-to-market objectives. Unfortunately, that approach often fragments growth efforts into fragmented siloes. Green Thread will help marketing and sales leaders adjust to the realities of a more data-driven, capital-intensive growth strategy by aligning all stakeholders and connecting all company commercial assets, data and business processes.”