Xactly – The Unfair Advantage Campaign

To reposition Xactly from a legacy tool to a modern performance platform, we interviewed their leadership, distilled a clear POV on AI in SPM, and built a connected campaign to bring it to market — from top-funnel storytelling to lower-funnel activation and media amplification.
The campaign hub unified every message and asset under one experience — connecting C-suite thought leadership with tactical next steps, all built to drive engagement, capture insights, and measure impact.
The executive guide translated Xactly’s leadership insights into a high-value, mobile-friendly experience for executives — blending interactive storytelling, data visualization, and expert perspectives into a format that felt both authoritative and accessible.
Built to follow the executive guide, the playbook distilled Xactly’s big ideas into a practical roadmap — five focus areas any RevOps team could act on immediately to see measurable results.
A bold, scroll-stopping infographic kicked off the campaign. Designed to spark curiosity and set up the “Built-In vs. Bolted-On” conversation, this teaser distilled Xactly’s AI story into quick, high-impact visuals — driving awareness and drawing audiences deeper into the funnel.
To complete the campaign, an interactive assessment tool guided users to content tailored to their organization's current stage. Branded social and display ads also drove traffic to different touchpoints across the campaign.