Pipeline planPlanConversion vs Verticurl: an honest comparison
By Hojabr Sattari. Updated .
Verticurl and PlanConversion both help B2B companies grow pipeline, but they are built for different situations. PlanConversion is a revenue generation agency: a senior-level team that has worked with fast-growing enterprise companies and takes on a selective number of clients. We know enterprise environments, speak their language, and provide data-driven advisory with design, execution, reporting and optimization in one team. Our weekly and monthly reporting is built for CMOs who must show results and progress to management. Below is a side-by-side view based on Verticurl’s own website, and when each is the better choice.
At a glance
| Criterion | PlanConversion | Verticurl |
|---|---|---|
| Positioning | Founder-led enterprise B2B demand and revenue generation, measured in pipeline and ARR | Marketing technology services agency for multinational organizations; says it is a division of WPP, founded in 2006 |
| Base | Montreal, serving Canada, the US and Europe | Hubs in Singapore, Atlanta and London, working in 15 countries including Canada, per its about page |
| Languages | English, Quebec French and Italian programs | Says it supports clients in more than 14 languages |
| ABM platforms | Demandbase partner; 6sense implemented for 5+ large enterprises | No standalone ABM service; its B2B page mentions buying group and persona identification for ABM programs; names Marketo, Salesforce, Adobe and Oracle Eloqua among partners |
| Pricing | Paid media management from 10% to 15% of ad spend, no media markup; programs scoped to your accounts, goals and budget after a free 30-minute pipeline plan | Not published |
| Terms | 6-month initial term for focused programs; 12-month statement of work for integrated programs, with a 90-day exit after month 6 | Not stated on the pages checked; it mentions managed services and a fractional marketing operations retainer model without terms |
| Typical client | Enterprise B2B companies, public and private, with long cycles and large buying committees | Large multinational organizations, B2B and B2C, per its pages |
| Core services | Paid media, SEO/GEO/AEO, ABM, Demandbase, marketing operations, analytics and CRO | B2B demand generation, data services, partner and channel marketing, performance marketing, SEO, and MarTech selection and implementation |
| Team model | Senior team that works alongside yours as in-house resources, under one senior owner | Over 1,100 full-time specialists on a 24/5 global delivery model; says it acts as an extension of the client’s team |
| Reporting | Weekly working session and monthly executive readout, on pipeline, revenue and ARR from your CRM | Lists multi-touch attribution, web and app analytics, executive dashboards and managed ongoing reporting |
What Verticurl says it does
Verticurl describes itself as a marketing technology services agency for multinational organizations and the technology engine within WPP Enterprise Solutions. It says it has more than 1,100 full-time specialists across three regional hubs.
Its B2B page lists demand generation, data services, channel marketing, MDF management and MarTech services, with partnerships across Adobe, Salesforce and Oracle. It describes taking whole projects with knowledge transfer built in.
Pricing is not published on the pages checked, and the pages name no specific clients, so we make no client claims.
Where PlanConversion is different
- A senior-level team with experience at fast-growing enterprise companies, and a selective number of clients so every program gets senior attention
- Fluent in enterprise environments and their challenges: buying committees, long cycles, governance and ambitious targets, for public and private companies
- Data-driven advisory plus design, execution, reporting and optimization in one team that works alongside yours like in-house resources, with every expertise needed
- Weekly and monthly reporting built for CMOs to show results and progress to management, on the metrics investors and executive teams care about
- Hands-on ABM platform operation: Demandbase partner and 6sense rollouts
- Programs in English and Quebec French (and Italian), written natively
- Transparent paid media fees and a 90-day exit after month 6
How we work with your marketing team
- We join your team as in-house resources: strategy, design, execution, reporting and optimization under one senior owner
- Data-driven advisory first: we recommend where budget and effort should go and show the numbers behind it
- A weekly working session and a monthly executive readout designed for the CMO to take to management
- Every program reported on pipeline, revenue and ARR from your CRM, not on clicks and impressions
Eight questions to ask both agencies
- Who will run my account day to day, and how senior are they?
- Which numbers will you report every week, and can I see a real sample?
- Is reporting tied to pipeline and revenue in my CRM, or to clicks and leads?
- What is the minimum term, and how much notice do I give to stop?
- Is ad spend inside your fee or on top of it, and who owns the ad accounts?
- Which platforms (CRM, ABM, analytics) do you operate hands-on today?
- Which languages and markets can you write for natively?
- What happens in the first 30, 60 and 90 days?
How we checked
Information about Verticurl comes from its public website (verticurl.com), checked in October and November 2026. Services and prices change, so confirm details with Verticurl directly. We do not comment on the quality of other agencies’ work.
Which one fits your team
Choose PlanConversion when
- You sell enterprise B2B with long cycles and large buying groups
- You want a senior team that works as an extension of your marketing team
- Your CMO needs reporting that management and investors can act on
- You run or plan to run Demandbase or 6sense
- You need French and English programs for Canada
- You want transparent fees and a clear exit after month 6
Choose Verticurl when
- You are a multinational that needs delivery across several regions and languages
- MarTech selection, integration or marketing operations on Adobe, Marketo or Eloqua is the main need
- Partner and channel marketing, including MDF management, is part of your program
- You want a large global team with round-the-clock delivery
Frequently asked questions
Is PlanConversion an alternative to Verticurl?
For enterprise B2B demand generation, ABM and paid media measured on pipeline, yes. For the situations listed under "Choose Verticurl when", Verticurl may be the better fit.
How can we compare agencies fairly?
Give each the same brief and data access, ask for a real weekly report, meet the people who will run your account and compare commercial terms. Our agency selection guide has a scorecard.
How does PlanConversion pricing work?
Paid media is priced at 15% of ad spend, down to 10% at higher spend, with a monthly minimum. Other programs are scoped around your budget. Prices are published on our pricing page.
What is the contract term with PlanConversion?
Month to month, except the Demandbase pilot, which has a three-month minimum.
Does PlanConversion work in French and Italian?
Yes. Programs are written natively in English, Quebec French and Italian.
