Opollo acquires Propensity Partners for MSP growth engine
CALIFORNIA, UNITED STATES — Opollo, a specialist business-to-business (B2B) growth agency, acquired outbound lead generation agency Propensity Partners, formalizing a two-year collaboration to create a fully integrated inbound and outbound growth engine.
The move unifies digital marketing strategy with direct sales outreach under a single entity, specifically targeting managed service providers (MSPs), Cyber, and FinTech organizations globally.
Steven Morey, Director of Opollo, notes, “This is more than a merger; it’s the final piece in our long-term vision to deliver world-class digital marketing and lead generation as a single, unified service.”
Unified B2B marketing and lead generation for tech firms
The new structure aims to replace the conventionally disjointed delivery model, in which the marketing, lead generation, and sales processes are handled by different vendors, with an integrated approach.
For technology firms, such consolidation will help extinguish the usual sources of pain: slow execution, inconsistent messages, and limited visibility into what actually drives revenue.
Validated buyer data informs targeting, and performance is monitored at each point in the funnel, enabling decisions to be based on strictly measurable outcomes.
The merged company now serves dozens of thriving IT firms in the United States, Canada, and Australia with a keen interest in providing quantifiable pipeline and revenue value.
“This move gives us the ability to act faster, think bigger, and innovate more freely,” said Scott Nicolai, Director of Propensity Partners.
Formalized partnership strengthens accountability and execution
The same group that developed the demand programs now drives qualified sales dialogue, developing a closer, more responsible relationship between the marketing efforts and real revenue creation.
It is a cohesive operating model expected to provide visibility and accelerated feedback loops to leadership teams, enabling greater control over their go-to-market activities in the future.
Nicolai states, “It means new potential has been delivered for our internal teams, as well as for every client who wants smarter, more efficient growth in a highly competitive market.”
This history of collaboration led to a deeply integrated workflow where campaign planning, audience targeting, and performance reviews were already handled jointly. Real-time feedback from sales conversations consistently informed and adjusted marketing decisions.
By formalizing their two-year collaboration, Opollo and Propensity Partners set a new standard for integrated marketing and sales strategies, offering tech firms faster execution and clearer insights into revenue generation.
