AMA: Revenue and GTM Leader @ Productboard, Honeycomb and Chartio, Sheridan Gaenger on Account Based Marketing

No update should ever come as a "surprise" to leadership or key GTM stakeholders. Account-based marketing (ABM) is a strategy that is developed in partnership with sales,...

In any strategy, it's not just about how much you measure but also what you’re measure and why. It's about setting the barometer for what success looks like and how KPIs ...

Yes, I have, three times over. Before you evaluate current tools or consider bringing in new ones, it's crucial to align on your goals. What problem are you trying to sol...

At a foundational level, it’s relatively the same, prioritizing the right accounts based on intent and lifetime value. Where it can change is the messaging, tactics and c...

At a foundational level, it’s relatively the same, prioritizing the right accounts based on intent and lifetime value. Where it can change is the messaging, tactics and c...

There is no other way. If you’re not going to invest in intent data, then don’t try to do ABM, you’ll waste money and employee calories. I’ve heard companies say “oh we w...

Leveraging intent data, like what companies such as 6Sense, Qualified, and Demandbase offer, provides several key advantages to identifying the right company targets and ...

Content audits are very complex and for a good reason, content forms the bedrock of your Go-To-Market (GTM) strategy. It powers the education of your category and product...