Published August 24, 2023

Planful and Inverta Announce Partnership To Help Customers Align Marketing Budgets With Marketing Strategy

New Partnership Will Enable Customers to Maximize Financial Performance and Extract More Value from Every Marketing Dollar


SAN FRANCISCO, Calif., August 24, 2023Planful Inc., the pioneer of financial performance management cloud software, today announced that Inverta, a top B2B marketing consulting firm, has joined Planful’s partner network. The partnership gives Inverta clients accurate, detailed insights to align marketing budgets with business goals, and a powerful tool for tracking and measuring marketing results across channels.

“CMOs are under increasing pressure to justify the value of marketing spend, yet typically rely on disconnected spreadsheets to build and manage that spend,” said Kathy Macchi, Co-founder and Executive Vice President, Innovation, at Inverta. “Inverta’s solutions are strategy-led but tech-enabled. Partnering with Planful adds the technology component to our campaign planning services. Together, Inverta and Planful offer a sophistication that provides our clients with an easy, integrated way to plan, measure, and track marketing ROI across budgets, campaigns, and channels. Planful illuminates the value created by marketing so CMOs can articulate that value to the CEO, CFO, and the board more easily.”

Planful helps marketers build, execute, and measure plans and budgets while tracking expenses and business value all in one place. For campaigns on ad networks like Google, LinkedIn, and Meta; events and campaigns run from leading CRM systems like Salesforce; offline engagement campaigns on platforms like Postal; or any other marketing effort, Planful provides the detailed financial performance insights needed to make better, faster decisions. Marketers can also use Planful to compare performance across campaigns and quickly redeploy marketing spend to top-performing channels.

“It’s a slow, inaccurate process to determine marketing campaign success when you’re using spreadsheets and manually tracking those numbers every day across every channel,” said Rowan Tonkin, Chief Marketing Officer at Planful. “The combination of Inverta’s expertise and Planful’s marketing solution eliminates the challenges CMOs face in explaining how marketing investments create business impact. We’re excited to partner with Inverta and are confident in the value this relationship will bring to the market.”

Planful curates a diverse network of certified partners to help guide, inform, and accelerate the journey of Planful customers. Together with Planful, these partners empower companies to treat financial performance management like a team sport.

Learn more about Planful’s trusted network of partners and Planful’s marketing solutions.

About Planful

Planful is the pioneer of financial performance management cloud software. The Planful platform, which helps businesses drive peak financial performance, is used around the globe to streamline business-wide planning, budgeting, consolidations, reporting, and analytics. Planful empowers finance, accounting, and business users to plan confidently, close faster, and report accurately. More than 1,300 customers, including 23andMe, Bose, Boston Red Sox, Five Guys, and Zappos, rely on Planful to accelerate cycle times, increase productivity, and improve accuracy. Planful is a private company backed by Vector Capital, a leading global private equity firm. Learn more at

About Inverta

Inverta is a women-owned boutique B2B marketing services firm offering solutions that enable customers to scale their demand generation efforts. Their focus is on delivering transformational solutions that enable marketing teams to deliver high impact demand and ABM programs. Inverta’s deep expertise in Martech bridges the gap between strategy and activation, supporting the seamless transition from theory to practice. To learn more, visit

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