About Kevin French
The Named Source.
CRO & CGO.
Technology Services.
Inversion is not a brand name. It is a description of what happens when you stop fighting physics.
Why Inversion
In mathematics, an inverse proportion describes a relationship where as one variable increases, the other decreases. When you graph it, it curves - a hyperbola across four quadrants. The harder you push one side, the more the other side pulls away.
That's the logo. That's the methodology. That's the entire thesis.
I started my career making 52,000 cold calls from a boiler room in Red Bank, New Jersey. That produced exactly three clients. At the same time, I built an ISP from my bedroom that grew through word of mouth - without a single cold call. The contrast was jarring. I had spent months forcing the first outcome and achieved almost nothing. The second outcome found me because I had stopped forcing it.
That was the first inversion I ever witnessed. It took me 25 years to fully understand what I had seen.
The word inversion kept appearing everywhere I looked. Seller force and buyer pursuit are inversely related - push harder and buyers pull back, pull back and they lean in. The information advantage that B2B sellers held for decades has inverted - buyers now enter every conversation knowing as much as the seller, often more. The labor scarcity that built the technology services industry - the entire economic model of offshore engineering talent - is inverting as AI generates infinite capacity at near-zero cost. The playbooks that used to close deals now actively create resistance, because the buyer they were designed for no longer exists.
Every major force in revenue and technology services has inverted or is in the process of inverting. The companies that recognize this early enough to move before the market forces their hand are the only companies worth working with.
I began documenting the inversion of B2B selling in 2014 - tracking daily observations of what actually closes complex deals versus what the methodologies prescribe. A decade later, those observations became Inversion Selling™, now under academic review at the University of Houston Sales Excellence Institute. Three books follow in 2026: Death by Execution maps the information asymmetry inversion. The Last Billable Hour maps the technology services labor model inversion. Inversion Selling delivers the methodology that lives in the new world both books describe.
Inversion GTM is the entity through which all of this operates. The name is not branding. It is a description of what is happening - to markets, to buyers, to entire industries - and what to do about it.
Founder · Fractional CRO & CGO · Author of Inversion Selling™
Inversion Systems LLC (Inversion GTM)
Global VP, Enterprise Accounts
Globant
Chief Revenue Officer, Partner - $200M Exit
Stuzo
Principal, Enterprise Growth
BairesDev - Latin America's Largest Tech Firm
North American Digital Center of Excellence
WPP
Revenue Leadership
EPAM Systems
The Work Behind the Name
25+
Years in B2B Revenue Leadership
$200M
Exit as CRO at Stuzo
14
Laws of Inversion™ Documented
3
Books Publishing in 2026
What's in a Name?
GTM Covers the
Gap No One Else Does.
Go-to-market. Three words that describe everything between having a product and having a market. Most companies think they have a GTM strategy. What they have is a sales team and a hope. GTM is the full architecture - the revenue model, the growth model, the selling system, and the people who execute it. That is the gap Inversion GTM was built to close.
The CRO Role
Owns the Number
The Chief Revenue Officer fixes what is broken in the pipeline - forecast accuracy, qualification, conversion rates, team structure. The tactical layer. The number on the board. Most companies know they need this and hire for it first.
The CGO Role
Owns the Model
The Chief Growth Officer rethinks how the business grows - market positioning, revenue architecture, business model evolution, outcome accountability. The strategic layer. Most companies realize they need this only after the CRO hire doesn't move the right metrics.
The Methodology Layer
Trains the People Who Execute Both
Inversion Selling trains the sales professionals and executives who operate inside the systems the CRO and CGO build. It is the operating language every revenue team needs to compete in a buyer-controlled market - workshops, certifications, and licensing for organizations that want to run the methodology at scale.
Academic Validation
Under Review at University of Houston
Inversion Selling is currently under academic review at the University of Houston Sales Excellence Institute - one of the few dedicated sales research centers in the country. The methodology is not a framework Kevin French invented last year. It is ten years of documented observations now being evaluated against behavioral science, loss aversion research, and the academic literature on complex B2B buying behavior.
GTM is the name because the gap between CRO and CGO - between fixing the number and rebuilding the model - is exactly where technology services companies lose the most ground. Inversion GTM covers both sides of that gap and trains the people in the middle.
"Every major force in revenue has inverted. The companies that recognize it early enough to move are the only ones that survive it. That's not a prediction. It's already happening."
The Laws of Inversion
Four Laws.
One Truth.
01
The harder you push, the more buyers resist. Pull back, they lean in. Every methodology built on force is fighting physics.
02
The buyer who owns the math of their own failure closes themselves. Your job is diagnosis, not persuasion.
03
Activity metrics measure motion. Agreement metrics measure progress. Most pipelines are full of conversations that commit to nothing.
04
Every methodology built before 2015 was designed for a world where sellers controlled information. That world ended. Running an old playbook in a new market doesn't underperform - it actively creates resistance.
Why Inversion GTM
The Entity Behind
the Work.
Inversion Systems, LLC - operating as Inversion GTM - is the entity through which three distinct but connected businesses operate under one thesis: the buyer-controlled era requires fundamentally different revenue systems.
Inversion CRO
Fractional Revenue Leadership
Executive go-to-market leadership for technology services companies and PE-backed tech firms. Embedded engagement, not advisory. Owned outcomes, not delivered recommendations.
Inversion Search
Executive Search
Retained placement for senior revenue leadership. Sourced from the same network that runs the fractional practice. Assessed by someone who has done the job.
Inversion Selling™
Methodology, Books & Training
The IP layer: three books in 2026, workshops, team certifications, and enterprise licensing. The intellectual foundation installed in every fractional engagement.
Revenue Physics
Substack Publication
Weekly intelligence on where IT services revenue is heading and what to do about it. The thesis behind everything Inversion GTM builds. Free on Substack.
If the Inversions
Are Landing, Let's Talk.
If what you've read here resonates - if you're an IT services firm or PE-backed tech company feeling the pressure I've described - let's talk for 15 minutes. No deck. No demo.