Sheridan Gaenger

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,...

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...

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 ...

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

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...

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...

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...

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...

Structure depends on the size of the organization, the GTM motion (sales-led or product-led, for example), and where the business is in its growth and maturity lifecycles...

Start by establishing swimlanes with all key stakeholders and leaders, not just within Demand Gen. Map out the teams and define distinct areas of responsibility and roles...