Mary Shea was named co-CEO of Mediafly, where she will join Carson Conant in managing the Revenue Enablement company.  Shea joins with a solid RevTech pedigree.  She was a Principal Analyst at Forrester and Chief Evangelist at Outreach.  Shea first met Conant as a newly minted Forrester Principal Analyst in 2015 and later served as a company advisor.

“I couldn’t be more thrilled to have Mary join us as co-CEO.  I’ve known Mary for over a decade and have benefited immensely from her deep knowledge of the revenue enablement landscape, her prescience in identifying the next big trend, and her vision for the future of B2B buying and selling,” said Conant.  “Mary brings deep empathy for the day-to-day challenges sellers face and a forward-leaning sensibility for the brand experience B2B companies need to create for buyers.  She will be a force multiplier for the Mediafly team and our customers.”

Shea argued that the RevTech unicorns “amassed large financial war chests” that helped them develop market recognition but that Mediafly and Boathouse Capital took a slower “Midwest approach” that relied more on individual investors than institutional funds.

“While this non-traditional route likely cost Mediafly some market recognition, today this ‘Midwest’ approach appears wise,” argued Shea.  “Fast-forward to the past 6-10 months.  As competitors and adjacents hunkered down and paused innovation to slow ‘burn’ to avoid ‘down rounds,’ Carson and the Mediafly team quietly acquired and integrated five companies — revenue intelligence provider InsightSquared, conversation intelligence providers ExecVision and Sonero, the enablement workflow solution, UserIQ, and talent intelligence provider Aptology.”

These acquisitions brought together underfunded assets with “great and complementary tech and talent” but which “lacked robust distribution channels,” argued Shea.

While Mediafly emphasized its contrarian approach, it is not immune to the layoff bug. It confirmed layoffs last Friday, attributing them to post-acquisition efficiencies, not the current tech slowdown.

“Today, the pendulum swings in the other direction as we made the difficult decision to let go of a number of talented individuals to achieve the efficiency desired after an intense year of acquisitions and integrations,” posted Conant on LinkedIn.  “With these actions, Mediafly will be in a strong position as a uniquely profitable, revenue enablement company.”

Conant listed three organizational goals: “an unwavering commitment” to its customers, product innovation and category leadership, and profitability and operational excellence. Mediafly did not indicate the scope of the layoffs.

Mediafly offers a set of modules that can be purchased as standalone solutions or as part of an integrated suite.  Functionality includes enterprise content management, revenue and conversation intelligence, value realization, coaching, deal management, and forecasting.  To supplement this functionality, it developed a partnership ecosystem spanning seventy-five solutions across the RevTech space.

Mediafly has acquired six RevTech companies to build out its platform quickly.  In 2022, it acquired and integrated revenue intelligence platform InsightSquared, conversation intelligence provider ExecVision, and talent intelligence provider Aptology.

Mediafly noted that customers are increasingly consolidating their tech stack with Mediafly while reducing their technology spend by thirty percent or more and enjoying “improved revenue team performance.”

Customers include PepsiCo, Nestle, Databricks, Honeywell, Sealed Air, Zscaler, and TransUnion.

“I’ve watched Mediafly for many years and always thought of the company as a hidden gem.  Mediafly has grown organically and through acquisitions and has quietly compiled the most complete revenue enablement platform in the market — everything B2B teams need to successfully navigate today’s complex buying journey,” said Shea.  “With this push towards a unified revenue enablement platform, it’s now time for Mediafly to step out of the background and help more B2B organizations create confident sellers who can deliver efficient predictable growth.  I’m hitting the ground running — if you’re looking to improve seller effectiveness, buyer engagement, or consolidate your tech stack, take a fresh look at Mediafly.”

Shea announced the following goals over the next few months:

• Expand and deepen the value we deliver to customers.
• Partner with more large global brands.
• Rebrand and rename our company.
• Create provocative and actionable thought leadership.
• Innovate through organic and inorganic product development.

Shea sees the RevTech industry at a “critical and exciting crossroads which includes the rise of digital buying and selling, sweeping generational shifts, rapid technological advancement, the proliferation of tools focused on efficiency, and market and tool consolidation.”

To compete in this dynamic environment, Mediafly “will continue to build onto our platform, integrating each new asset through a modern and scalable data architecture, complete with a revenue business intelligence layer.”  As a result, Mediafly’s Revenue360 solution will become “the most complete revenue enablement platform in the market.”