ABM System Launch
Built PRGX's first fully unified ABM system—integrating targeting, personalization, measurement, and sales alignment to drive revenue impact across enterprise accounts.
The Challenge
PRGX had no formal ABM program, playbooks, or aligned ICP model for enterprise targeting. Marketing, Sales, and Operations were operating in silos with inconsistent definitions and engagement strategies. Lack of visibility into account intent, engagement, and buying committees limited progression. Content and messaging were not structured for personalization across tiers and personas.
The Route Map
Step-by-step path from challenge to outcome.
ABM Operating System: Designed a unified strategy including ICP
ABM Operating System: Designed a unified strategy including ICP, tiering, and account selection rules
Intent & Signal Integration: Connected Demandbase
Intent & Signal Integration: Connected Demandbase, CRM, and MAP to surface account-level insights
Multi-Threaded Sales Alignment: Built playbooks and processes for deep stakeholder engagement
Multi-Threaded Sales Alignment: Built playbooks and processes for deep stakeholder engagement
Personalization Infrastructure: Created modular messaging for industries
Personalization Infrastructure: Created modular messaging for industries, personas, and account tiers
Measurement Framework: Established MQAs
Measurement Framework: Established MQAs, progression metrics, and sales alignment reporting.
The Stack
Channels, tools, and MarTech used to deliver results.
Channels
- ABM
- Enterprise GTM
- Sales Alignment
Tools
- HubSpot
- Salesforce
- Looker
MarTech
- Attribution
- Analytics
- Automation
Outcomes Delivered
Pipeline Growth
YoY
MQL→SQL Lift
Lift
Account Engagement
Increase
Launched a scalable ABM engine enabling coordinated marketing + sales motions across 300 enterprise accounts
87% YoY pipeline growth
180% lift in MQL→SQL conversion
200% increase in strategic account engagement
What's Next
Key takeaways and ongoing opportunities.
This engagement demonstrates the power of a systematic, data-driven approach to GTM. The results speak to the importance of clear strategy, proper execution infrastructure, and continuous optimization. Moving forward, the focus shifts to scaling these wins and identifying the next growth lever.
Ongoing Optimization
Continuous monitoring and refinement to maintain momentum and identify new opportunities.
Scale & Expand
Apply proven frameworks to adjacent markets, channels, or product lines.
Expertise Applied
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