Horizon also announces the acquisition of the Revenue Enablement Institute to accelerate Green Thread’s ability to drive results for clients with specialized offerings
NEW YORK, July 6, 2022 /PRNewswire/ — Horizon Media, America’s largest media agency AdAge Data Center 2022, today announced the launch of Green Thread, an independent business-to-business practice under the Horizon Media umbrella, designed to help clients achieve consistent revenue growth through modern data-driven strategies. The new practice will focus on improving the financial performance of corporate clients by linking their sales and marketing approaches and activities. Chris Hummel, two-time Fortune 500 Chief Marketing Officer and Chief Operating Officer of Innovation, will lead Green Thread as President to design, orchestrate and execute impactful growth strategies serving the B2B customer segment.
“Horizon is continually evolving to meet the needs of our customers,” said Bill KoenigsbergHorizonMedia.
Additionally, Horizon Media acquired the Revenue Enablement Institute (REI) – a consulting and research firm, fit for the next generation of growth leaders – to accelerate the operational development of Green Thread. REI provides independent, credible research and thought leadership on the science of growth for boards of directors, C-level managers, and other sales, marketing, and service leaders. Unique insights and an engaged community will be key elements of Green Thread’s new specialist service offerings. REI will move intact as part of Green Thread, and REI’s Chief Executive, Stephane Dioriowill continue to lead the Institute, now reporting to Hummel.
“Horizon is constantly evolving to meet the needs of our customers and the changing media and marketing landscape, and now with Green Thread we have a core capability that allows us to better serve a broader B2B customer base with tailored offerings and capabilities,” said Bill Koenigsberg, CEO and Founder of Horizon Media. “With our previous expansions into e-commerce, analytics, content, technology, sports marketing and experience, among others, we have created an independent ecosystem that allows us to be a complete marketing solutions partner with the capabilities and reach to help businesses of all sizes drive positive business results Chris Hummel has been a three-time Horizon client – so I am confident that his leadership, business acumen, mastery of global culture and the world-class talent he brings to Green Thread will accelerate our clients’ businesses.”
The financial link between shareholder value and growth is well established, as increased revenue is the primary source of shareholder return. To align all functional sales, marketing and service activities around growth, companies need to take a broader view of the customer journey – the full revenue cycle – going beyond acquisition and transaction to include consumption and use. Green Thread will offer strategic consulting, program management and hands-on execution services to drive more strategic business results by combining new specialized B2B services with Horizon’s existing marketing solutions.
Hummel joins Horizon and Green Thread after leading sales, marketing and product teams at world-class companies including Oracle, SAP, Schneider Electric, Siemens and United Rentals. He and Diorio are the co-authors of the recently released post Revenue Operations: A new way to align sales and marketing, monetize data, and drive growth.
“Green Thread fills a gaping void in the solution support ecosystem for most companies by aligning sales, marketing and service strategies and helping to establish an operational plan to connect business processes, data and business and other corporate growth assets,” Hummel said. “B2B companies often have multiple consultancies, research institutes, and agencies working simultaneously to solve isolated go-to-market goals. Unfortunately, this approach often breaks growth efforts into fragmented silos. Green Thread will help marketers and sales to adapt to the realities of a more data-driven, capital-intensive growth strategy by aligning all stakeholders and connecting all of the company’s business assets, data, and business processes. “
Among Hummel’s career highlights, he tripled United Rentals’ e-commerce revenue while revamping brand positioning; implemented a new demand generation model at Schneider Electric that increased the company’s revenue by 13%; and led a comprehensive business transformation of Siemens Enterprise Communications into a new brand, “Unify”.
He holds a Master of Arts in Law and Diplomacy from the Fletcher School at Tufts University and a Bachelor of Arts in International Relations from Tufts University. He also studied at the London Business School and Durham University of England.
About Horizon Media
Horizon MediaInc, the largest American media agency according to AdAge Data Center 2022, delivers data-driven business results for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New Yorkand with offices at Los Angeles and Torontothe company employs 2,400 people and has media investments of more than $9.5 billion. Horizon Media’s core belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees, resulting in industry-leading levels of job satisfaction. industry (Glassdoor). The company is regularly recognized by independent media for its client excellence and has won several “Best Workplaces” awards reflecting its commitment to DEI and the lives and well-being of everyone at Horizon Media.
About the Revenue Enablement Institute
The mission of the Revenue Enablement Institute™ is to educate and arm CXOs – a new generation of growth leaders – with the management tools, skills, capabilities and leading practices they will need to accelerate the revenue growth and adapt to the new purchasing reality. Our faculty of academics and experts actively work with owners, CEOs and their growth leadership teams to develop research, education and solutions to help them merge their sales, marketing and service in a high-octane growth machine. To learn more about the Revenue Enablement Institute, visit www.revenuenablement.com.
About the green wire
Green Thread is a B2B practice, under the Horizon Media umbrella, that helps companies achieve sustainable and scalable revenue growth by aligning around a common goal of growth. Green Thread designs and operationalizes data-driven, capital-intensive business strategies that adapt agilely to changing customer buying behaviors throughout the revenue cycle. Using extensive research, a unique business vision and an innovative expert faculty, our teams work with a new generation of leaders in all customer-facing functions – sales, marketing and service – to generate ongoing business revenue by arming them with state-of-the-art management tools, skills, advanced analytics capabilities, and best practices. To learn more about Green Thread, visit www.greenthread.com.
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