Twin & Rider expands its partner base with 3 major systems integrators
In partnership with:
Featuring
Featuring
How are you going to stand out in 2026?
Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
How are you accounting for this in your 2026 strategy?
You need to stand out. To make sure your buyers notice you. Let us help you build that into your strategy for next year -->
Twin & Rider expands its partner base with 3 major systems integrators
10 out of 11 target accounts
3 accounts signed
"We had tried for years to go through our PA associates and the message just wasn't breaking through. Inverta was the breakthrough. They made the path."
Lynn Richards
The Revenue Marketer
Twin & Rider expands its partner base with 3 major systems integrators
Still chasing 10% efficiency gains?
2023-2025 were the years of experimentation with AI. 2026 is the year to make it transformative. If you're still trying to figure out the strategic advantage AI will bring to your team, we're here to help!
Twin & Rider (T&R) wanted to ramp up its partner program by adding several top systems integrators. While they were world famous for accounting, compliance, and tax, they weren’t known for their end-to-end financial transformation projects. Companies would hire them to clean up enterprise software (ERP), but didn’t know that T&R could select and implement that software for them.
“The client had world-class expertise in this area, with a full view into the process companies went through, but basically no market awareness of that service,” says Jeff Hirka, Inverta Senior Consultant.
T&R reached out to Inverta to build a campaign. We took a look, and both teams agreed they’d need to position that offering differently and have assets to train their teams to reach out to partners. That outreach succeeded and T&R swiftly added three major systems integrators, which greatly expanded their transformation business.
T&R was known, but for all the wrong things
T&R was known as a one-stop-shop for consultancy, accounting, software, and governance, but as so often happens, it was difficult to shift that narrative. Their systems integrators and other partners knew to bring them in for big accounting cleanup projects, but did not know to bring them in for financial transformations. And T&R’s client partners couldn’t seem to reach the people who mattered.
Inverta determined that this was an excellent use for an account-based motion: There were a small number of very large systems integrators and plenty of people within each who could advance those partnership conversations. And the more we could discover about each of those leaders’ initiatives and motivations, the better we could tailor messages to each one.
For internal clarity, we framed everything around helping T&R build a deck—one internal-external artifact that could unite everyone around what the transformation partner program offered. At the time, the T&R partner teams were still each building their own decks, and they didn’t all agree. We worked with T&R to gather all those materials and hold a series of discussions around what made the program differentiated. It wasn’t a full positioning project, but a minor one—in the end, everyone came to agreement around a simple messaging framework and account-specific value propositions.
The next question was, where could the T&R team best find their prospective contacts to have that talk? And the answer to that was at events. Both curated ones that T&R would host, and larger conferences where both teams would be working their own booths.
The podcast got T&R’s foot in the door
We built a 1:few ABM campaign that’d go after 11 target accounts we selected together. We helped them create the assets they’d need for phone and email outreach along with collateral to bring to events to generate meetings with their counterparts. To give them a compelling reason to reach out, we also invented, recorded, and launched a podcast specifically for this topic. It wasn’t high reach, but it didn’t have to be—each episode was narrowly tailored at just 1-2 accounts and so specific to their situation that the conversations were actually worth listening to in full.
“For the podcast, we helped them identify the 10-12 topics and build it from scratch, which was a lot of fun for the team,” recalls Jeff. “We coached them through each session, recorded, edited, hosted, and posted, from concept to completion.”
The full deliverables:
- Account selection for their top 11
- 1:few ABM campaign strategy and assets
- Pitch deck with positioning and messaging
- 10-episode podcast, launched and hosted
“What worked on this one is I think we got to some very compelling messaging about why T&R was worth a rethink,” says Jeff. “That pitch deck was something that earned them meetings, and then closed partnerships. I really got their foot in the door in a crowded space.”
Within just two months, T&R had reached 10 of its 11 target accounts and scheduled partnership meetings. Five of those accounts signed on to be a lead referral partner, and one embedded T&R into their service offering.
About the author
Service page feature
Account-based marketing
Twin & Rider (T&R) wanted to ramp up its partner program by adding several top systems integrators. While they were world famous for accounting, compliance, and tax, they weren’t known for their end-to-end financial transformation projects. Companies would hire them to clean up enterprise software (ERP), but didn’t know that T&R could select and implement that software for them.
“The client had world-class expertise in this area, with a full view into the process companies went through, but basically no market awareness of that service,” says Jeff Hirka, Inverta Senior Consultant.
T&R reached out to Inverta to build a campaign. We took a look, and both teams agreed they’d need to position that offering differently and have assets to train their teams to reach out to partners. That outreach succeeded and T&R swiftly added three major systems integrators, which greatly expanded their transformation business.
T&R was known, but for all the wrong things
T&R was known as a one-stop-shop for consultancy, accounting, software, and governance, but as so often happens, it was difficult to shift that narrative. Their systems integrators and other partners knew to bring them in for big accounting cleanup projects, but did not know to bring them in for financial transformations. And T&R’s client partners couldn’t seem to reach the people who mattered.
Inverta determined that this was an excellent use for an account-based motion: There were a small number of very large systems integrators and plenty of people within each who could advance those partnership conversations. And the more we could discover about each of those leaders’ initiatives and motivations, the better we could tailor messages to each one.
For internal clarity, we framed everything around helping T&R build a deck—one internal-external artifact that could unite everyone around what the transformation partner program offered. At the time, the T&R partner teams were still each building their own decks, and they didn’t all agree. We worked with T&R to gather all those materials and hold a series of discussions around what made the program differentiated. It wasn’t a full positioning project, but a minor one—in the end, everyone came to agreement around a simple messaging framework and account-specific value propositions.
The next question was, where could the T&R team best find their prospective contacts to have that talk? And the answer to that was at events. Both curated ones that T&R would host, and larger conferences where both teams would be working their own booths.
The podcast got T&R’s foot in the door
We built a 1:few ABM campaign that’d go after 11 target accounts we selected together. We helped them create the assets they’d need for phone and email outreach along with collateral to bring to events to generate meetings with their counterparts. To give them a compelling reason to reach out, we also invented, recorded, and launched a podcast specifically for this topic. It wasn’t high reach, but it didn’t have to be—each episode was narrowly tailored at just 1-2 accounts and so specific to their situation that the conversations were actually worth listening to in full.
“For the podcast, we helped them identify the 10-12 topics and build it from scratch, which was a lot of fun for the team,” recalls Jeff. “We coached them through each session, recorded, edited, hosted, and posted, from concept to completion.”
The full deliverables:
- Account selection for their top 11
- 1:few ABM campaign strategy and assets
- Pitch deck with positioning and messaging
- 10-episode podcast, launched and hosted
“What worked on this one is I think we got to some very compelling messaging about why T&R was worth a rethink,” says Jeff. “That pitch deck was something that earned them meetings, and then closed partnerships. I really got their foot in the door in a crowded space.”
Within just two months, T&R had reached 10 of its 11 target accounts and scheduled partnership meetings. Five of those accounts signed on to be a lead referral partner, and one embedded T&R into their service offering.
Resources
About the author
Service page feature
Account-based marketing
Twin & Rider expands its partner base with 3 major systems integrators
Speakers
Other helpful resources
Twin & Rider (T&R) wanted to ramp up its partner program by adding several top systems integrators. While they were world famous for accounting, compliance, and tax, they weren’t known for their end-to-end financial transformation projects. Companies would hire them to clean up enterprise software (ERP), but didn’t know that T&R could select and implement that software for them.
“The client had world-class expertise in this area, with a full view into the process companies went through, but basically no market awareness of that service,” says Jeff Hirka, Inverta Senior Consultant.
T&R reached out to Inverta to build a campaign. We took a look, and both teams agreed they’d need to position that offering differently and have assets to train their teams to reach out to partners. That outreach succeeded and T&R swiftly added three major systems integrators, which greatly expanded their transformation business.
T&R was known, but for all the wrong things
T&R was known as a one-stop-shop for consultancy, accounting, software, and governance, but as so often happens, it was difficult to shift that narrative. Their systems integrators and other partners knew to bring them in for big accounting cleanup projects, but did not know to bring them in for financial transformations. And T&R’s client partners couldn’t seem to reach the people who mattered.
Inverta determined that this was an excellent use for an account-based motion: There were a small number of very large systems integrators and plenty of people within each who could advance those partnership conversations. And the more we could discover about each of those leaders’ initiatives and motivations, the better we could tailor messages to each one.
For internal clarity, we framed everything around helping T&R build a deck—one internal-external artifact that could unite everyone around what the transformation partner program offered. At the time, the T&R partner teams were still each building their own decks, and they didn’t all agree. We worked with T&R to gather all those materials and hold a series of discussions around what made the program differentiated. It wasn’t a full positioning project, but a minor one—in the end, everyone came to agreement around a simple messaging framework and account-specific value propositions.
The next question was, where could the T&R team best find their prospective contacts to have that talk? And the answer to that was at events. Both curated ones that T&R would host, and larger conferences where both teams would be working their own booths.
The podcast got T&R’s foot in the door
We built a 1:few ABM campaign that’d go after 11 target accounts we selected together. We helped them create the assets they’d need for phone and email outreach along with collateral to bring to events to generate meetings with their counterparts. To give them a compelling reason to reach out, we also invented, recorded, and launched a podcast specifically for this topic. It wasn’t high reach, but it didn’t have to be—each episode was narrowly tailored at just 1-2 accounts and so specific to their situation that the conversations were actually worth listening to in full.
“For the podcast, we helped them identify the 10-12 topics and build it from scratch, which was a lot of fun for the team,” recalls Jeff. “We coached them through each session, recorded, edited, hosted, and posted, from concept to completion.”
The full deliverables:
- Account selection for their top 11
- 1:few ABM campaign strategy and assets
- Pitch deck with positioning and messaging
- 10-episode podcast, launched and hosted
“What worked on this one is I think we got to some very compelling messaging about why T&R was worth a rethink,” says Jeff. “That pitch deck was something that earned them meetings, and then closed partnerships. I really got their foot in the door in a crowded space.”
Within just two months, T&R had reached 10 of its 11 target accounts and scheduled partnership meetings. Five of those accounts signed on to be a lead referral partner, and one embedded T&R into their service offering.
About the author
Service page feature