Chris Golec

The technology just wasn't there to do it at scale.

And so we started really pushing the account-based marketing category probably four or five years ago before anybody had really heard about it.

It really means about really laser targeting the accounts with marketing programs and spend around the accounts that your sales team should and are selling to versus mass blast campaigns.

It's really about targeting everything you're doing from advertising to site personalization to the companies that your sales team is focused on.

Back in the day, it was called an ASP model, but essentially it was a subscription.

Oh, gosh.

What does that stand for?

Good question.

You have to take me back 20 years.

But it was more on the supply chain space, and we sold in the manufacturing companies.

You know, I was a good question.

I was actually consulting with a lot of startup companies, helping them essentially reverse engineer their business.

revenue plan and have it detail out what does the marketing team need to be producing in order to hit the revenue plan and it was more of a consulting business and one of the things that every company was struggling with is their revenue plan was at risk simply because the marketing team wasn't generating the right opportunities and so

I just saw this huge opportunity for technology to kind of take over and really eliminate a lot of the revenue risk that existed in all these projections and operating models.

It's really the measurements behind the marketing team versus the sales team.

The sales team is measured on revenue and opportunities at the companies they want to sell to.

They're selling to accounts.

A lot of companies still have their marketing team measured on leads and MQLs, and there's no measurement of quality.

Yeah.

The sales team doesn't care about MQLs.