Webinar - From Target Accounts to Pipeline & Revenue: The New B2B Go-To-Market Playbook
From Target Accounts to Pipeline & Revenue: The New B2B Go-To-Market Playbook
B2B teams have never had more tools, data, automation and AI. Yet turning the accounts you really want to win into actual pipeline and revenue remains remarkably difficult.
Marketing is said to be creating awareness and activities without enough commercial impact. Sales teams struggle to break into strategic accounts through direct outreach alone. And despite all the excitement around AI and new GTM technologies, many teams are still waiting to see the promised productivity and pipeline gains.
So what are the companies getting it right doing differently?
Account-based approaches offer part of the answer. They can be among the most powerful ways to win and expand complex B2B accounts, but they are also difficult to execute and surprisingly easy to get wrong.
In 45 minutes, we’ll explore:
Why the traditional split between Marketing and Sales is increasingly limiting pipeline creation
Why many ABM and modern GTM initiatives disappoint, despite the right tools and intentions
What stronger teams do differently to create engagement and momentum within target accounts
Where data, content, advertising, signals and AI can actually make a difference
How to think about the journey from target account to pipeline and revenue
The session is designed for B2B Sales, Marketing and GTM leaders looking for practical ways to create more impact across the accounts that matter most.
About our speaker
Dany Cerone is Partner at Botte Secrète, a B2B go-to-market partner for manufacturing & technology companies with long sales cycles.
He has worked with +40 B2B companies across different industries, alongside marketing, sales and leadership teams on growth, pipeline generation and strategic account development.
This experience has given him a front-row view of what makes B2B go-to-market strategies work in practice, where they tend to break down, and how companies can better connect marketing and sales to create real commercial impact.