Internal · not for Zip
Zip war room. Everything in one place.
Working hub for the Zip pursuit. Same passphrase as the client gate, on an unlisted URL. Decision expected within about two weeks of July 16, so treat every date here as live.
Before anything leaves this page: two findings are still unverified and must not reach Zip as fact. The Zip listing on Target's payments page (mechanism unconfirmed, almost certainly the consumer virtual card) and the sponsorship activation rights we actually have access to. Both need Vaneet. They are flagged in place inside the response, which is deliberate.
The deliverables
What Zip sees, and where it lives.
Client-facing · gated
The response
Bullseye scroll experience. Passphrase
letsgozip, shared in the email.Direct link
Response, ungated
Bypasses the gate. Use for internal review and screen-shares only.
Depth
Full written response
The locked long-form: every brief question, the complete Target teardown.
Depth
Fan Affinity to Funnel
Sports playbook. Rally House is the live proof point.
Depth
Portfolio
Seequent, Voltage Park, the receipts.
Client-facing · open
The Zip portal
Running log, teaser, and the link into the gated response.
Room read
Who decides, and what actually moves them.
| Person | Role in the decision | What lands |
|---|---|---|
| Kathryn Flynn | Holds the budget. Leads growth marketing. Makes the call. | Wants a partner to build the capability and operate it. Asked directly for good/better and all-in vs services-only. She has her own agency relationship in the mix. |
| Vaneet Grewal | Head of sales. Our champion. Made the intro. | Wants advanced conversations, not leads. Named the committee at 40 to 50 people. Pushed us toward generated pipeline while admitting he defers to marketing on the metric. |
| Alyson Ely | Runs it day to day. Owns the brief. | Never worked with an ABM agency before. Openly said there is no MQL or SQL definition. Attribution is her stated pain. |
| Misha (RevOps) | Not yet met. Vaneet says he joins the next conversation. | Named in Principle 05 of the response on purpose. He is the person who can validate or sink the measurement design. |
| Russell Isaacson | GTM strategy and enablement. Has run ABX before. | The one person in the room who will recognise whether our methodology is real. |
| The CMO | Co-owns the pivot with Vaneet. | Accountable for the ABX bet. Will read the response alone, asynchronously. |
Open items
Nothing here is resolved. Update as it moves.
| Item | Owner | Status |
|---|---|---|
| Confirm the Target/Zip mechanism with Vaneet before it reaches Target | Chris | Blocking external use |
| Confirm sponsorship activation rights: what suites and moments Zip actually controls | Chris / Steve | Blocking external use |
| Get the 50-account list, then filter to the pilot 10 | Alyson | Waiting on Zip |
| Devon's video segments for the scroll beats | Devon | Storyboard sent |
| Word leave-behind generated from the locked response | Chris | Not started |
| Response delivered as an interactive experience rather than a deck | IG | Built |
Positioning, internal only
Never say this to Zip verbatim. Zip does not yet have the internal credibility or org-wide buy-in for this pivot. Someone senior paused B2B marketing, and there is a history of not giving things a fair runway. They need a partner who proves the model works so that their team earns the credibility internally.
The approved client-facing translation: "We exist to make your team the ones who proved ABM works at Zip. We run the engine, you own the wins." That line, and the whole closing beat of the response, carries this idea without ever naming it.
The approved client-facing translation: "We exist to make your team the ones who proved ABM works at Zip. We run the engine, you own the wins." That line, and the whole closing beat of the response, carries this idea without ever naming it.
Why the control cohort matters more than it looks
The brief asks how Zip can measure the incremental impact of the engagement. No attribution model answers that question. A holdout does. Run 10, hold 10, matched on category, GMV band, processor and pipeline stage. It is the single strongest differentiator in our response, and it is the thing that protects the pilot from being waved away at day 90 by whoever paused B2B in the first place.
Innovative Group · Zip pursuit · internal working page. Unlisted URL plus passphrase. Do not send this link to anyone outside IG, and do not link to it from the portal or the response.
Passphrase (both gates):
Passphrase (both gates):
letsgozip