The key to any successful Account-Based Everything (ABX) program is the ability to have a single source of truth to quickly and efficiently act on insights.
CodeScience’s CEO challenged the marketing team to align its metrics with sales, clearly define how it contributed to the pipeline at the executive level and recommend where incremental marketing investment would help drive pipeline.
In this session, Molly Walsh, Head of Marketing for CodeScience, will share how CodeScience consolidated its ABX program into a single source of the truth to provide business insights and promote accountability. In conversation with Jon Russo, Founder & CMO of B2B Fusion, who helped enable the unified funnel for CodeScience, they will breakdown how:
- CodeScience unified its funnels to run its business on Marketing Qualified Accounts (MQAs) and streamline the sales handoff process;
- B2B Fusion helped build CodeScience’s ABX metrics and measurement to help with credible executive reporting and planning;
- The unified funnel helps make actionable Intent data insights with timeliness and relevance… with no extra sales education required; and
- A unified approach aligned sales and marketing to execute the right programs towards the right accounts at the right time.