Pipeline planPlanConversion vs Walker Sands: an honest comparison
By Hojabr Sattari. Updated .
Walker Sands 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 Walker Sands’s own website, and when each is the better choice.
At a glance
| Criterion | PlanConversion | Walker Sands |
|---|---|---|
| Positioning | Founder-led enterprise B2B demand and revenue generation, measured in pipeline and ARR | Calls itself a leading B2B demand generation agency that fills funnels with qualified decision-makers |
| Base | Montreal, serving Canada, the US and Europe | Locations page exists; addresses not stated on the page checked |
| Languages | English, Quebec French and Italian programs | English site; other languages not stated |
| ABM platforms | Demandbase partner; 6sense implemented for 5+ large enterprises | No ABM platform named; HubSpot, Pardot and Marketo are named, and its navigation mentions Clay-powered GTM orchestration |
| 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 published |
| Typical client | Enterprise B2B companies, public and private, with long cycles and large buying committees | B2B brands in technology, healthcare, manufacturing, professional services and supply chain and logistics |
| Core services | Paid media, SEO/GEO/AEO, ABM, Demandbase, marketing operations, analytics and CRO | Conversion rate optimization, marketing automation and email, martech integration, paid digital media, and SEO plus GEO |
| Team model | Senior team that works alongside yours as in-house resources, under one senior owner | Not described on the page checked |
| Reporting | Weekly working session and monthly executive readout, on pipeline, revenue and ARR from your CRM | Measurable results are a stated aim; report format not published |
What Walker Sands says it does
Walker Sands presents its demand generation work as filling the funnel with qualified decision-makers and nurturing them through the buying journey.
The services listed on its demand generation page are conversion rate optimization, marketing automation and email, martech stack integration, paid digital media, and SEO plus GEO.
It names HubSpot, Pardot and Marketo in the page text and does not name an ABM platform. Pricing and team structure are not published on the page we checked.
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 Walker Sands comes from its public website (walkersands.com), checked in October and November 2026. Services and prices change, so confirm details with Walker Sands 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 Walker Sands when
- You want demand generation combined with conversion rate optimization and martech integration in one agency
- Your stack is HubSpot, Pardot or Marketo and you want an agency that names them
- SEO and GEO are a large part of your plan
- You work in technology, healthcare, manufacturing, professional services or logistics and want an agency that lists those sectors
Frequently asked questions
Is PlanConversion an alternative to Walker Sands?
For enterprise B2B demand generation, ABM and paid media measured on pipeline, yes. For the situations listed under "Choose Walker Sands when", Walker Sands 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.
