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Moonnox

Moonnox needed a complete marketing function, built fast and in parallel. We built it with Moonnox’s founders, team and partners. Fourteen months after our first market study, Certinia acquired the company.

Client
Moonnox, the AI-native services delivery platform for professional services firms, now part of Certinia
What we did
Ecosystem and buyer research, the 2026 benchmark, two position papers, the Collective IQ Calculator, HubSpot Enterprise and outbound, launch and social content
When
May 2025 to 2026
Today
moonnox.com now leads to Certinia Veda
14 mowith the Moonnox team, from our first market study to the acquisition
500U.S. systems integrator executives in the 2026 benchmark
30page benchmark report, fielded with Midsail Research
2position papers telling one story to two audiences
July 21, 2026

Certinia acquired Moonnox

Certinia folded Moonnox into Veda, its suite of AI agents for professional services, and describes it as an AI-native services delivery platform purpose-built for the professional services sector. Co-founder and CEO Robert Ong joined Certinia with the platform.

What excites me most is the combination: Moonnox’s ability to capture what happens in the room, paired with Certinia’s system of record and agentic capabilities for services operations, closes a gap neither of us could close alone.

Robert OngCo-founder and CEO, Moonnox

Source: Certinia, Certinia Acquires Moonnox to Power AI-Native Services Delivery, July 21, 2026.

Certinia Veda AI page, where moonnox.com now leads, headlined Agentic capabilities across the services lifecycle
CPA Practice Advisor article: Certinia Buys Moonnox, Expands Veda Suite of AI Agents, July 21, 2026
Research first

We studied the market, then Moonnox released the benchmark

Our work started in May 2025 with an ecosystem study, before the formal engagement began.

We scored software ecosystems on market size, maturity, services intensity and platform fit, profiled the buyers inside each one, and read the competition the way a customer would. Every piece of marketing that followed pointed at the buyers that study identified.

That research grew into The State of AI Adoption in System Integrators, a benchmark of 500 U.S. SI executives fielded in January and February 2026. Midsail Research fielded it and On-Call CMO produced it: 22 questions, 30 pages and ten findings ranked by economic consequence. Moonnox released it on June 17, 2026.

Cover of The State of AI Adoption in System Integrators, a 2026 benchmark survey of 500 U.S. SI executives
Benchmark page titled Ten findings, ranked by economic consequence
Benchmark page with a large 15 percent statistic and a funnel of AI adoption stages
Benchmark section opener: 03, The Operating-Model Dividend
Benchmark page: 60 percent say knowledge is where AI matters most, but only 7.8 percent have solved retention
Benchmark section opener: 05, The Build Trap
Benchmark closing page titled Close your Context Gap
PR Newswire release: New Moonnox research, 91 percent of system integrators use AI, only 15 percent capture its value
What 500 SI leaders said

The operating model is what separates the firms.

91%work with AI in some capacity
15%have made it central to how they operate, price and staff
72%of those integrated firms see AI as an EBITDA driver, against 26% of tool-only firms
7.8%have solved knowledge retention

Source: Moonnox and Midsail Research, The State of AI Adoption in System Integrators, 2026. 500 U.S. SI executives.

One story, two audiences

The Context Gap, written twice

The Context Gap gave Moonnox one argument that worked for two buyers. Solving the AI Context Gap is written for enterprise professional services and IT delivery leaders, and Solving the SI Context Gap is written for SI and consulting leaders. The thesis stays the same while the stakes change for each reader, and both papers lead to the same platform conversation.

Cover of the position paper Solving the AI Context Gap
Cover of the position paper Solving the SI Context Gap
Position paper page titled The $37 billion question nobody is asking you, with four statistic tiles
Position paper page diagramming the Context Gap between an organization and its delivery partners
Position paper page with statistic tiles: 91 percent, 15 percent, 61 percent and 34 percent
Position paper page showing net EBITDA impact for a $120 million SI firm
The calculator

A tool that does the math

We built the Collective IQ Calculator to turn the economics in the papers into a working estimate for a specific firm, and connected it to HubSpot capture and meeting booking. The Moonnox brand came from Yours, Truly and Cindy Frigard, with On-Call CMO part of that process, and everything on this page was built on it. Mesa Studios, another Moonnox partner, handled the 2025 website, where the benchmark and the position papers were published.

Moonnox Collective IQ Calculator input screen with sliders for firm size, rates and utilization
Collective IQ Calculator results showing four levers of EBITDA impact
Revenue operations and the content program

The revenue operation behind the content

Behind the content sat a full revenue operation, with HubSpot Enterprise configured end to end, an attribution dashboard, Apollo outbound sequences, nurture streams and a newsletter. Between the big releases came webinars, Dreamforce, the Moonnox Academy and a six-post social launch sequence for the benchmark.

  • HubSpot Enterprise
  • Attribution dashboard
  • Apollo outbound
  • Nurture streams
  • Newsletter
  • Webinars
  • Dreamforce
  • Moonnox Academy
  • Social launch sequence
Next case studyAI AssistA parent company and two products, launched on the same day.
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