Corporate events and incentives · Enterprise B2B
Inovents: R$ 18 million (BRL) in qualified pipeline in 5 months
Quick answer
With Bruno Gomes as CMO of Grupo Kontik, Inovents generated R$ 18 million in qualified pipeline in five months. The outcome was driven by ABM for enterprise accounts and a unified Marketing and Sales process, powered by CRM, handoff criteria, and systematic opportunity tracking.
Case overview
| Company | Inovents, part of Grupo Kontik |
|---|---|
| Industry | Corporate events and incentives |
| Business model | Enterprise B2B, consultative sales |
| Leadership responsibilities | Positioning, ABM, CRM, and commercial process structuring (led by Bruno Gomes, CMO of Grupo Kontik) |
| Leadership capabilities | positioning, ABM, marketing and sales integration, CRM and data |
The challenge
In enterprise events, every decision requires trust, multiple stakeholders, and a long cycle. Inovents needed to build demand across target accounts without letting opportunities fall through the cracks between Marketing and Sales.
The turning point
Trading generic reach for account-level relevance. Marketing and Sales began targeting the same company list with the exact same criteria.
What BG led
- 01
Positioning and selection of priority enterprise accounts.
- 02
ABM with content and relationship strategies focused on decision-makers.
- 03
CRM, dashboards, and SLAs between Marketing and Sales.
- 04
Structuring the commercial process to secure the next step for every opportunity.
Results
R$ 18 million
in qualified pipeline in 5 months
What this case teaches
In enterprise sales, the first real gain is making an opportunity relevant and trackable.
Frequently asked questions
- Is qualified pipeline the same as revenue?
- No. It represents the value of active, qualified sales opportunities; a portion converts into closed contracts over the sales cycle.
- Does ABM work for corporate events?
- It works exceptionally well because the addressable account universe is concentrated and high-ticket. At Inovents, it drove R$ 18 million in pipeline in five months.
Results from Bruno Gomes's work as CMO of Grupo Kontik (2021 to 2026).