Better Growth Decisions Start With Better Intelligence.

METIS provides Growth Intelligence for businesses that grow through complex professional, partner, customer, and channel networks.

These businesses often sell through—or depend on—dealers, distributors, contractors, installers, agents, advisors, providers, branches, or other professional customers. Their growth does not follow one simple path. Sales, marketing, customer data, distribution relationships, digital engagement, and offline transactions all influence the outcome.

METIS connects the relevant strategy, data, Business Context, intelligence, and activation around a defined growth objective—helping businesses make clearer, more measurable growth decisions and put them into action.

METIS is built for organizations with a growth model that is more complex than a direct brand-to-consumer transaction.

We are particularly well suited for companies that:

• Sell through distributors, dealers, contractors, installers, agents, advisors, providers, or branch networks
• Need to influence both professional buyers and end consumers
• Have customer, sales, marketing, or transaction data spread across multiple systems
• Need better coordination across sales, marketing, partners, data, and operations
• Want to acquire new professional customers or reactivate existing ones
• Are expanding into new territories, categories, channels, or customer segments
• Need to understand which opportunities, customers, markets, and actions are producing results

Our priority markets include building products and home services, energy and electrification, automotive and dealer ecosystems, landscaping and hardscape, pool and outdoor living, specialty coatings and chemicals, real estate, and other professional-network business models.

Traditional agencies are usually organized around campaigns, channels, creative deliverables, or media execution.

METIS is organized around the growth decision.

That means we begin with how the company actually goes to market: who it needs to influence, how those audiences buy, where data lives, how sales participates, which channels should work together, and what business objective the work must support.

The difference is:

• Isolated activity versus capabilities connected around a defined growth objective
• Channel activity versus coordinated customer journeys
• Disconnected metrics versus business and revenue outcomes
• Static audience lists versus evolving customer intelligence
• Creative produced in isolation versus creative built to perform inside a data-informed system
• Technology selected first versus technology applied where the business objective requires it

Strategy, data, intelligence, activation, and measurement can work independently or connect around the business objective when that creates greater value.

No. METIS is modular by design. A company can begin with the growth problem or capability that matters now.

METIS does not begin from a blank sheet. We use established professional-market patterns, schemas, taxonomies, relationship models, visibility sets, and intelligence configurations, then adapt them to the client’s operating model, data, terminology, and objective.

That could mean:

• Fixing and unifying customer data
• Building a more useful customer segmentation model
• Generating qualified conversations through Outbound
• Reactivating lapsed customers
• Testing a new market, category, audience, or territory
• Connecting a specific customer journey
• Improving coordination between digital engagement and inside sales
• Connecting several METIS capabilities around a broader growth problem

A focused engagement can operate independently. When broader value exists, the strategy, data, Business Context, intelligence, activation, and outcomes produced through one engagement can strengthen what comes next.

Start where the need is. Connect the rest when it creates value.

B2B2C means business-to-business-to-consumer.

It describes a growth model in which a manufacturer or brand reaches the end customer through one or more professional or business intermediaries.

For example, a manufacturer sells through a distributor. The distributor sells to a contractor. The contractor recommends, installs, or uses the product for a homeowner or commercial customer.

In that model, no single audience controls the entire purchase. The manufacturer may need to influence the distributor, the professional, and the end customer—while transactions and customer information are divided across the channel.

B2B2C growth therefore requires a connected understanding of professional audiences, partner relationships, customer demand, sales activity, digital behavior, and offline transactions.

METIS offers four core capability areas:

Go-to-Market Strategy

We define the opportunity, make the strategic choices, and establish the path required to support growth.

Connected Data

FORGE™ is the governed Connected Data foundation of the METIS Growth Intelligence system. It connects, standardizes, validates, resolves, enriches, governs, and maintains business, customer, professional, partner, market, and outcome data so it can support better decisions and activation.

It also provides usable baseline visibility into data health, connected accounts and professionals, branches and locations, relationships, and the growth metrics relevant to the business.

METIS Intelligence

We combine relevant evidence, Business Context, professional-market knowledge, analytics, models, and AI-enabled workflows to produce explainable growth recommendations.

Activation

We put growth decisions into motion through Omnichannel Activation, Outbound, and Custom Execution across marketing, commercial teams, partners, experiences, and operating systems.

Clients do not have to begin with every capability. METIS can solve a focused problem first and connect additional capabilities when they create value.

METIS begins with the business objective—the growth decision the organization is trying to improve.

Business Objective

Define what the organization is trying to understand, decide, change, or enable.

FORGE + Connected Evidence

FORGE connects, standardizes, validates, resolves, enriches, governs, and maintains the relevant business, customer, professional, partner, market, engagement, performance, and outcome data.

Business Context

Give the connected evidence meaning in the real world—how the professional market works, how professionals tend to behave, how the client operates, what the business is trying to change, and what prior outcomes have taught us.

METIS Intelligence

Combine the connected evidence and Business Context with professional-market knowledge, analytics, models, AI-enabled workflows, and METIS decision logic to produce an explainable recommendation.

Growth Decision

Support human judgment with a clearer view of the opportunity, available choices, and recommended next action.

Activation

Connect the decision to the client-owned or METIS-managed people, channels, experiences, partners, and operating systems required to put it into motion.

Outcomes + Learning

Capture relevant engagement, sales, revenue, and operating outcomes as new evidence that can strengthen FORGE, Business Context, METIS Intelligence, and the next Growth Decision.

These capabilities interact rather than operate as a one-way handoff. FORGE maintains the trusted, context-ready evidence foundation, while METIS Intelligence can identify additional data, relationships, refreshes, and outcome signals the foundation needs.

Technology and AI support the work. The business decision leads it.

METIS Omnichannel Activation connects marketing and commercial activity across the broader customer journey.

It is different from multichannel marketing.

A multichannel program may use email, paid media, social, search, SMS, and phone, but each channel may operate independently. Omnichannel activation coordinates those touchpoints based on the audience, customer stage, prior activity, and desired next action.

For professional audiences, that journey may move between:

• Digital research
• Paid media exposure
• Email or SMS engagement
• Website activity
• Distributor or branch interaction
• Ecommerce activity
• Inside-sales conversations
• Field-sales contact
• Purchase and repeat purchase

Omnichannel is not about using more channels. It is about connecting digital, human, partner, and commercial touchpoints around the customer journey.

METIS Outbound is a focused commercial-activation capability for generating qualified dealer, contractor, installer, agent, advisor, provider, or other professional-customer conversations.

Depending on the selected tier, METIS can:

• Build and verify the target audience
• Use lapsed or inactive customer records when available
• Add curated net-new prospects through third-party data sources
• Develop the offer, message, scripts, and outreach sequences
• Establish protected sending infrastructure
• Operate email, phone, and social outreach
• Triage responses
• Schedule qualified conversations
• Support prospects farther into account opening, enrollment, ordering, or another defined conversion
• Measure activity and outcomes

The goal is not to deliver a list of names or raw leads. It is to create qualified conversations around a defined commercial objective and provide the client’s sales organization with opportunities it can advance.

Yes.

Outbound is designed to work independently without requiring a broader METIS engagement first.

A company can begin with one:

• Audience
• Offer
• Product line
• Territory
• Category
• Reactivation objective
• Dealer or contractor recruitment initiative
• Sales-conversation goal

METIS can build the audience, activate the outreach, manage responses, and deliver qualified conversations as a focused program.

As the program runs, it also produces verified records, response signals, market feedback, and audience intelligence. Those learnings can later strengthen Connected Data, Business Context, future growth decisions, and broader activation when useful.

Outbound is a focused, direct-to-prospect sales motion.

It is designed to create qualified conversations around a defined audience, offer, market, or sales objective. Email, phone, and social outreach are used to reach prospects directly and move them toward a sales conversation or another specified action.

Omnichannel Activation connects the broader customer journey across marketing and commercial touchpoints.

It can connect paid and owned media, customer data, websites, email, SMS, search, social platforms, programmatic media, connected television, inside sales, distributor activity, and measurement across multiple stages of the customer lifecycle.

Use Outbound when the immediate need is to reach specific prospects and generate conversations.

Use Omnichannel when the need is to coordinate the larger journey—from awareness and acquisition through onboarding, engagement, loyalty, cross-sell, and reactivation.

The two can operate separately or work together.

Yes.

METIS works with the client’s existing technology and data environment. A company does not need to replace every platform or complete a large technology transformation before making progress.

We begin with established integration patterns, professional-market schemas, taxonomies, relationship models, governance practices, and visibility sets, then configure them around the client’s operating model, data, terminology, systems, and growth objective.

Depending on the engagement, the relevant environment may include:

• Customer databases
• Transaction systems
• CRM platforms
• Marketing platforms
• Ecommerce systems
• Sales workflows
• Distributor data
• Media platforms
• Third-party data sources

Some systems may supply data. Others may receive audiences, recommendations, activation instructions, or outcomes. A focused implementation can begin while broader data and technology work continues in parallel.

Enterprise platforms provide the underlying infrastructure. METIS proprietary value resides in the professional-market knowledge, Business Context, decision logic, intelligence configurations, workflows, and learning applied through the system.

Technology supports the business objective—not the other way around.

Identity resolution determines which records, interactions, transactions, and signals belong to the same professional, account, prospect, location, or organization.

Relationship resolution establishes how those entities connect in the real market. That may include:

• A professional firm and the individual contacts within it
• Manufacturers, distributors, dealers, branches, and locations
• Contractors, installers, specifiers, agents, advisors, and providers
• Project or job roles
• Accounts purchasing across multiple branches or distributors
• Digital activity connected to sales, service, ecommerce, and transaction history

The same customer may appear differently across CRM, ecommerce, distributor or branch systems, marketing platforms, sales records, loyalty or credit programs, and third-party data sources. Individuals may use personal and business contact information, multiple buyers may belong to one company, and one professional may participate in several market relationships.

Identity and relationship resolution create the persistent connections required for more accurate professional and account views, coordinated activation, better-informed sales activity, reduced duplication, stronger measurement, and more useful growth decisions.

METIS begins with established visibility and measurement patterns covering data health, growth, sales, marketing, activation, and operations, then configures the relevant measures around the client’s business objective and operating model. The objective determines which measures matter and how success should be evaluated.

Depending on the program, METIS may measure:

• Qualified conversations
• Meetings booked
• Account applications
• New-customer acquisition
• First and second orders
• Ecommerce adoption
• Order frequency
• Cross-category purchasing
• Lapsed-customer reactivation
• Customer progression through lifecycle stages
• Retention and customer lifetime value
• Cost per qualified opportunity
• Incremental lift
• Revenue influenced or attributed
• Sales-cycle progression
• Audience, message, and channel performance

Channel metrics such as impressions, clicks, opens, and response rates still matter. They help explain performance and what is happening along the way. They are not the final definition of success.

Revenue attribution in B2B and B2B2C environments is rarely a simple last-click calculation.

A purchase may be influenced by paid media, email, search, website activity, a distributor, a branch, an inside-sales conversation, a field representative, prior purchase history, or several of those interactions together.

METIS begins by identifying:

1. The business decision the measurement model must support
2. The customer, sales, transaction, and engagement data available
3. The identifiers that can credibly connect activity to accounts or individuals
4. The assumptions required where the data is incomplete
5. The attribution, testing, or lift methodology appropriate to the program

Depending on the environment, measurement may include first-touch or last-touch attribution, multi-touch modeling, controlled testing, matched-market analysis, incrementality, lifecycle progression, sales outcomes, or a combination of methods.

The client and METIS align on the assumptions, logic, limitations, and validation methods before results are presented.

The goal is not to manufacture perfect certainty from imperfect data. It is to build the most credible and decision-useful view the available evidence supports.

Client-provided customer, prospect, sales, transaction, and business data remains the client’s data. Third-party data remains subject to the licensing and usage terms of the applicable provider.

Ownership, permitted uses, security responsibilities, data-transfer requirements, retention terms, and ownership of specific deliverables are documented in the client agreement and statement of work.

METIS does not claim ownership of client data.

METIS treats inside sales as part of the commercial customer journey—not simply a function that begins after marketing ends.

Shared Customer Intelligence

Representatives receive relevant information about the account, customer history, prior engagement, likely needs, and reason for outreach.

Defined Hand-Offs

Digital behavior, customer status, outbound responses, or other signals can trigger sales outreach at the right point in the journey.

Aligned Messaging

Sales scripts, email messages, offers, landing pages, and digital creative are built around the same customer objective and value proposition.

Outcome Capture

Call results, meetings, applications, orders, objections, and other sales outcomes are captured as outcome evidence where possible.

The purpose is not to automate the relationship out of B2B selling. It is to make each human conversation better informed, better timed, and more relevant.

Yes.

Manufacturers and distributors often need to coordinate audiences, promotions, sales activity, and measurement while protecting proprietary customer and transaction data.

METIS can help define:

• The shared growth objective
• The audiences each partner can contribute or influence
• The data that can be matched or analyzed
• The roles of the manufacturer, distributor, branches, and sales teams
• The activation and hand-off model
• The reporting each party needs
• The governance required to protect customer and partner information

Depending on the use case, the solution may include secure data collaboration, audience matching, joint activation, distributor-specific journeys, branch or territory reporting, and shared measurement.

Implementation timing depends on the engagement, number of audiences, quality and accessibility of the data, integration requirements, creative and compliance approvals, channel complexity, and the client’s internal decision process.

General planning ranges are:

These are planning ranges—not universal commitments. A final timeline is established after discovery, data review, technical scoping, and agreement on client and METIS responsibilities.

The work can improve over time as new data, engagement, sales outcomes, and market evidence become available.

A Growth Readout is a focused, complimentary conversation about the growth decision in front of the business.

In approximately 30 minutes, we focus on:

• The business objective and growth decision in front of you
• What the business already knows
• Where the relevant data, market knowledge, relationships, and operating evidence live
• What may be helping or constraining the decision
• What would be most useful to understand, change, or enable next

The outcome may point toward Go-to-Market Strategy, Connected Data, METIS Intelligence, Activation, a combination of capabilities—or a recommendation that something else should be addressed first.

There is no predetermined pitch and no obligation. The purpose is to leave with a clearer direction.