Horizon Buys Research Firm REI to Support New B2B Arm

US agency Horizon Media has acquired advisory and research firm the Revenue Enablement Institute (REI), to support its newly launched data-driven B2B strategy practice, Green Thread. Terms of the deal were not disclosed.

Green Thread will focus on improving financial performance at client companies by connecting their sales and marketing approaches with other activities. The venture will use research and business insight, and provide access to a group of experts who will offer strategic advisory, program management and execution services, combined with Horizon's existing marketing solutions. The practice will be led by former REI co-MD Chris Hummel, who previously led sales, marketing and product teams at companies including Oracle, SAP, Schneider Electric, Siemens and United Rentals.

REI delivers independent research and thought leadership on the science of growth, and the company's insights and community will serve as the key elements of Green Thread's new service offerings. Following the buy, REI's co-MD, Stephen Diorio will continue to lead the Institute. He and Hummel are the co-authors of the recently published 'Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth'.

Bill Koenigsberg, CEO and founder of Horizon Media, comments: 'With our previous expansions into eCommerce, analytics, content, technology, sports marketing and experiential, among other areas, we have created an independent ecosystem that enables us to be a full marketing solutions partner with the capabilities and reach to help companies of all sizes deliver positive business outcomes. With Green Thread, we have a core capability that allows us to better serve a broader B2B client base with tailored offerings and capabilities'.

Web sites: www.horizonmedia.com , www.greenthread.com and www.revenueenablement.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.