When Certinia rebranded from FinancialForce in 2023, it wasn’t just a name change—it was a bold statement. As the leader in Professional Services Automation (PSA), Certinia needed to raise the profile of an entire category that powers the $1.7 trillion services economy. With 10Fold by its side, Certinia launched two first-of-their-kind initiatives: the Global Services Dynamics (GSD) report and International Services Week (ISW) to elevate the voice of the professional services community and establish themselves as its champion.
Professional Services Automation, Center Stage
Professional services teams are the unsung heroes behind customer success, recurring revenue, and sustainable growth. Yet, despite comprising 13% of the U.S. GDP, the broader industry has historically lacked cohesive data, visibility, and streamlined workflows. Certinia saw an opportunity to do more than market their product—they aimed to reframe the entire conversation around PSA. Their goals were simple but ambitious:
- Showcase the strategic value of services organizations to business outcomes
- Deliver fresh, proprietary research to define industry benchmarks
- Unite the global PSA community around a shared sense of purpose
- Showcase the strategic value of services organizations
And just as important: Certinia wanted to activate their customers, executives, partners, and community in meaningful ways—not just broadcast another marketing campaign.
From Idea to Industry Activation
The Certinia corporate communications and marketing teams partnered with 10Fold Communications to devise plans to create a new source of truth for the professional services sector and create a moment in time to honor and drive education within the industry. To meet these goals, 10Fold and Certinia designed a two-pronged approach: create a week to celebrate services, and back it with data that made the case for PSA’s strategic role in business. This came to form in two major initiatives:
- The Global Services Dynamics Report
- International Services Week
Global Services Dynamics Report:
Launched in April 2024, the Global Services Dynamics (GSD) report kicked off significant efforts in thought leadership for Certinia that are continuing even as the team just deployed the second annual report. The team conducted a survey of 1,000 professional services executives across the U.S., Canada, Australia, Singapore and the United Kingdom. It uncovered how these leaders were navigating AI disruption, economic headwinds, and rising expectations, as well as helping services leaders anticipate and plan for future trends in the industry.
International Services Week:
Launched in April 2024, the Global Services Dynamics (GSD) report kicked off significant efforts in thought leadership for Certinia that are continuing even as the team just concluded its second annual event.
Results: How Certinia Influenced $1.28M in Pipeline
Highlights of the GSD campaign included:
- Strategic media outreach that secured placements in Forbes, TechRadar, Diginomica, and Enterprise Times
- Blog content, webinars, and sales enablement materials built around the data
- Use of GSD insights at major events like TSIA World and Dreamforce
The report didn’t just fill a data gap—it became a reusable asset and conversation starter for sales that extended Certinia’s voice across marketing, media, and analyst relations.
Highlights of International Services Week Include
To complement the research with community activation, Certinia created the first ever International Services Week (ISW), held October 21–25, 2024. ISW became the first event of its kind to celebrate the role of professional services in today’s economy.
Despite a nonexistent paid media budget, ISW delivered:
- A microsite (www.servicesweek.com) that centralized all content and activities
- Themed days with social media activations and executive engagement
- In-person events at TSIA World, Dreamforce, and local Certinia user groups
- A London meetup co-hosted with Salesforce, drawing 47 attendees and influencing $1.28M in pipeline
With 24 partners and participation from industry giants like PwC and TSIA, ISW proved there’s real appetite for recognition and dialogue in the PSA space. And the most important outcome? Certinia now owns the conversation around PSA. They’re not just marketing to the industry—they’re shaping it.
Ready to Build Your Own Market Moment? Certinia didn’t wait for the market to find them—they led the way. Want to lead your category and shape the narrative? Read the full case study.