FRACTIONAL CMO + FULL MARKETING TEAM
Building the marketing function behind a100-year training technology leader.
One leader setting direction.
One team doing the work.
One team doing the work.
SPG brought leadership and execution together across Defense, Public Safety and Commercial markets, connecting brand, demand, PR, events and content to pipeline.
See the function we built ↓
INVERIS / MARKETING FUNCTION
One direction.
More work in motion.
More work in motion.
ENGAGEMENT
Fractional CMO + marketing team
MARKETS
Defense · Public Safety · Commercial
SCOPE
Leadership through execution
FOCUS
Connected marketing programs
THE ENGAGEMENT, IN ONE ANSWER
From scattered activity
toone marketing function.
Summit Point Group supplied a Fractional CMO and a full marketing team. One leader set the direction; one integrated team carried it into demand generation, digital, content, creative, PR, events, marketing operations and analytics.
01 / BUILDING THE MARKETING OPERATING SYSTEM
A leader to set the direction.
A team to carry it through.
The engagement joined decisions and delivery in one function. Leadership, specialist work and measurement shared a commercial purpose instead of operating as separate activities.
INVERIS BUSINESS PRIORITIES
SPG LEADERSHIP
Fractional CMO
Direction · alignment · accountability
ONE INTEGRATED MARKETING TEAM
Brand + creative
+
Positioning, messaging and creative direction across the portfolio.
Demand + digital
+
Audience-specific campaigns and the path from discovery to enquiry.
Content + PR
+
Product stories, editorial programs and media engagement.
Events
+
Pre-show demand, meeting support and post-event follow-through.
Marketing operations
+
The systems and coordination connecting marketing to sales.
Analytics
+
Visibility into engagement, qualified enquiries and pipeline influence.
Executive leadership was included in this engagement. Team structure shown by function.
02 / A CLEARER PRODUCT STORY
Make the range easier
to understand.
A broad product portfolio needs more than a list of features. The marketing function connected leadership, brand, content and creative so the story could speak to different buyers without losing its consistency.
Official InVeris product imagery. Source ↗
COMPLEX PORTFOLIO
Start with what
the buyer needs.
- 01
Audience
Who is evaluating the technology? - 02
Training need
What challenge are they trying to address? - 03
Relevant solution
Which part of the portfolio belongs in that conversation? - 04
Next conversation
What should the interested buyer do next?
03 / SEPARATE DEMAND PROGRAMS
Three markets.
Three relevant conversations.
Defense, Public Safety and Commercial were served by the same marketing function, with programs tailored to the audience. Explore how the demand story changes by market.
01
ONE FUNCTION / A DISTINCT PROGRAM
A program built around the defense buyer.
Connect the portfolio story with defense-specific demand, product content and event activity.
Product education · priority accounts · I/ITSEC
02
ONE FUNCTION / A DISTINCT PROGRAM
A distinct conversation for public safety.
Bring product education, relevant media and event programs together for the public safety audience.
Police1 · SHOT Show · training technology
03
ONE FUNCTION / A DISTINCT PROGRAM
A commercial-market story of its own.
Give the commercial audience a clear route into the product range and a relevant sales conversation.
Audience-specific content · digital demand · enquiries
04 / PR + POLICE1
Give the story
a wider audience.
PR sat alongside demand and content in the engagement. The supplied narrative includes SHOT Show coverage, the LEEP Forward sponsorship and the 2026 centennial feature.
Police
1
SPONSORSHIP / SHOT SHOW 2025
LEEP Forward
A public event listing identifies InVeris as the sponsor of Police1’s leadership and readiness session.
Read the event coverage ↗
Police
1
FEATURE / FEBRUARY 2026
The 100-year pivot
A centennial feature connects InVeris’ heritage with the next chapter of its training technology story.
Read the feature ↗
InVeris
PRODUCT NEWS / JANUARY 2025
fats® LIVE at SHOT Show
InVeris’ announcement provides public context for its 2025 product launch and show presence.
Read the announcement ↗
Public references confirm the coverage, sponsorship and announcements. They do not independently verify SPG’s contribution or the performance figures supplied for this case study.
05 / TRADE SHOWS AS REVENUE CAMPAIGNS
The booth is one moment.
The campaign is bigger.
The engagement treated events as part of demand generation and sales support. Pre-show meetings, on-site conversations and follow-up belonged to the same program.
DEFENSE / DECEMBER 2025
I/ITSEC
Product demonstrations, a dedicated event landing page and a direct route to request a meeting. The supplied engagement narrative includes the fats® Drone launch.
Explore the official event page ↗
PUBLIC SAFETY + COMMERCIAL
SHOT Show
A connected moment for product news, public safety media, sponsorship and conversations with buyers.
See the product announcement ↗
EVENT PROGRAM / ILLUSTRATIVE SEQUENCE
Before the show. At the show. After it.
↗
CONNECTED PROGRAM
Sequence preview
- 01Define the audience
- 02Build the event story
- 03Invite priority accounts
- 04Book meetings
- 05Support sales conversations
- 06Follow up + measure
06 / CONNECTING MARKETING TO SALES
Attention matters.
The next conversation matters more.
The aim was to move beyond disconnected campaign activity and tie demand, PR, events and content programs to pipeline.
01
Demand
Reach the audiences the business needs.
02
Qualification
Separate interest from a relevant enquiry.
03
Sales conversation
Carry the context into the next discussion.
04
Pipeline visibility
Connect marketing activity to commercial progress.
Marketing and sales, looking at the same journey.
Marketing operations and analytics were part of the team’s scope, alongside the campaigns that generated attention.
07 / AN ALWAYS-ON CONTENT ENGINE
One clear story.
More places to work.
Content and creative were part of the full marketing function. Product stories could support digital demand, media, events and sales instead of living in isolated campaigns.
ONE RELEVANT STORY
A product.
A buyer need.
A clear message.
Website + product pages
Explain the offering.
Campaigns + email
Bring the story to the audience.
PR + editorial
Extend the conversation.
Sales + events
Support the next meeting.
08 / THE WEBSITE PATH
From interest
to a sales conversation.
Digital, content and marketing operations connected the product story with a practical next step. The website was part of the demand program, alongside PR, campaigns and events.
● ● ●
THE BUYER JOURNEY
INVERIS
Audience → Need → Solution
Make the next step
easy to find.
ARRIVE
Relevant audience or product page
→
UNDERSTAND
A clearer solution story
→
ACT
Enquiry or meeting request
SUPPLIED FIGURES / PENDING VERIFICATION
The performance picture.
Ready for validation.
These figures were supplied for this draft and have not been checked against InVeris’ own data. Reporting periods, baselines and attribution still need confirmation.
UNVERIFIED
+34%
Qualified marketing inquiries
UNVERIFIED
+29%
Organic traffic to priority product and solution pages
UNVERIFIED
+41%
Engagement from priority accounts
UNVERIFIED
+26%
Website inquiry to qualified-lead conversion
UNVERIFIED
$4.8M+
Marketing-influenced pipeline
UNVERIFIED
+68%
Meetings booked ahead of trade shows
UNVERIFIED
90+
Sales meetings supported at events
UNVERIFIED
18+
Media placements
Campaign production figures to reconcile
+
2.3× faster production
32% less build time
Both figures were supplied. They are not equivalent measures; the underlying definitions and reporting periods need to be checked before either is presented as a verified result.
WHAT THIS ENGAGEMENT BROUGHT TOGETHER
Leadership that sets direction.
A team that makes it happen.
For InVeris, the engagement joined the marketing disciplines around one business. For a growing company, the starting point is the same: define the priority, put the right people around it, and connect the work.
Discuss your marketing priority ↗Product imagery: InVeris. Engagement narrative and provisional figures: supplied by SPG.
YOUR PRIORITY
A clearer plan.
The right people.
Work in motion. ↗
ONE PARTNER. MORE WAYS FORWARD.
LET’S TALK ABOUT YOUR NEXT MOVE
What needs
to moveforward?
Tell us the priority. We’ll help shape the leadership, team, or focused project around it.
- 01Start with your business context.
- 02Define the work and the right people.
- 03Agree the scope and investment.
A conversation first. A clear proposal before you commit.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.