Lead your marketing to victory in 2026
This year was hard. Nothing worked. But you persisted and like a top athlete you’re now ready to rise and show you can drive team revenue. Below, you’ll find our very best resources for ICP, strategic planning, demand/ABM, AI, and martech—the five factors to winning 2026.
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Inverta's experts are launching projects with companies large and small to help them find their path to revenue in the short term, as well as building systems that will ensure growth well into the future.
Happy to share what we know with you and your team.
The Revenue Marketer
Lead your marketing to victory in 2026
Need a new ICP for 2026?
Let us help. Inverta's experts have worked with dozens of organizations, large and small, to build ICPs that focus their GTM efforts, align their sales and marketing teams (as well as product and customer success), and build pipelines that close more often, with higher contract values.
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the five key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
Annual planning resources → COMING 10/19
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
ABM and demand resources → COMING 10/26
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
AI resources → COMING 11/17
5. Enable everyone with marketing operations (MOps)
Get ready for quite a year because the tech reckoning is here. CMOs are finally questioning their core marketing automation platforms and want to shed as many of those old apps as they can. (Marketing’s software budget remains higher than IT’s.)
Get your MOps team involved early. Marketing operations determine the speed at which you can move. The earlier you ask for their input, the better they can set up architectures that cut out those annoying silos and let you launch campaigns in three weeks, not three months.
MOps resources → COMING 12/1
About the author
Service page feature
Demand gen
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the five key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
Annual planning resources → COMING 10/19
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
ABM and demand resources → COMING 10/26
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
AI resources → COMING 11/17
5. Enable everyone with marketing operations (MOps)
Get ready for quite a year because the tech reckoning is here. CMOs are finally questioning their core marketing automation platforms and want to shed as many of those old apps as they can. (Marketing’s software budget remains higher than IT’s.)
Get your MOps team involved early. Marketing operations determine the speed at which you can move. The earlier you ask for their input, the better they can set up architectures that cut out those annoying silos and let you launch campaigns in three weeks, not three months.
MOps resources → COMING 12/1
Resources
About the author
Service page feature
Demand gen
Lead your marketing to victory in 2026
Speakers
Other Helpful Resources
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the five key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
Annual planning resources → COMING 10/19
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
ABM and demand resources → COMING 10/26
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
AI resources → COMING 11/17
5. Enable everyone with marketing operations (MOps)
Get ready for quite a year because the tech reckoning is here. CMOs are finally questioning their core marketing automation platforms and want to shed as many of those old apps as they can. (Marketing’s software budget remains higher than IT’s.)
Get your MOps team involved early. Marketing operations determine the speed at which you can move. The earlier you ask for their input, the better they can set up architectures that cut out those annoying silos and let you launch campaigns in three weeks, not three months.
MOps resources → COMING 12/1
About the author
Service page feature
