Theorem: Research as a strategic asset

1 min read

Business Services

Product & Service Innovation

Theorem came to us with a vision for a new solution offering, one that is specific and purpose built for the ad revenue operations industry to address high-friction challenged across multiple stakeholder groups – from ad sales and client success to media and ad operations. Our role was to help clarify the opportunity: defining not only what the solution should be, but also who it would serve and how it could scale effectively.

Together we conducted foundational research that would go on to influence not only the solution design but also the go-to-market (GTM) strategy, audience segmentation, communications & marketing strategy and account-based marketing (ABM). Two years on, this research is still a cornerstone of Theorem’s strategy, resonating across teams and growing in impact as the solution continues to mature.

Outcome 1: Absorbed insights from research into solution development, helping the team prioritise capabilities and streamline high-friction pain points
Outcome 2: Established foundation of GTM strategy, including segmentation, narrative development and activation plans – reinforcing confidence in the direction of the project
Outcome 3: Continued to deliver value long after initial rollout, fuelling business development through the creation of strong marketing content – underpinned by distinctive thought leadership narrative that shaped Theorem’s broader marketing efforts, including trade event speeches, roundtable discussions, whitepapers and PR activity

The challenge

Our client was in the early phases of developing a new offering for the advertising revenue model ecosystem. Conceptually, the solution offering was promising but they needed to:

Pressure-test the solution idea with real-world perspectives before developing and designing
Understand workflows and unmet needs of ad professionals
Clarify the buyer ecosystem and value chain
Identify a positioning that would resonate across functions and industries

The approach

We began by designing a mixed-methods research programme to deliver both strategic clarity and practical direction. This included in-depth, quantitative and qualitative work with ad sales and Rev Operations Teams, decision-makers and influencers. This spanned key verticals such as publishing, streaming and media & entertainment. We then followed with a competitive audit and relevant consulting to develop a name, tagline and logo for the solution.

The impact

Following initial rollout, the research has only continued to grow. The insights have underpinned work across marketing and sales and remains foundational in how the solution is described, sold and evolved. The work has become a long-term asset and proved to be flexible enough to adapt to market shifts but remained clear enough to anchor strategy.

This project is a testament to the possibilities that are created when research is treated as living resource and not just a one-time input. By aligning deep user understanding with strategic objectives, we helped our client build a solution and GTM engine that continues to drive value and inspire confidence, long after engagement.

Customer quote

"From the very beginning, the team helped us turn our vision into a clear and scalable strategy. Their research did more than inform our solution design; it gave us clarity on who our customers are, how best to reach them and how to position ourselves in a competitive market. The work shaped how we go to market, how we engage with our customers and how we continue to grow. Two years on, the insights remain a cornerstone of our business, fuelling both innovation and business development. What impressed us most was how the recommendations proved flexible enough to adapt to changing market conditions while still providing a strong foundation to build from. It is rare to find a partner whose work delivers lasting value well beyond the initial engagement."