Enterprise GTM & ABM Launch
Google's Large Customer Sales team needed account-based marketing for the top 5% of accounts in tech and media. The practice did not exist yet, so there was no playbook to improve, only one to write.
The problem
Enterprise accounts at this tier needed a fundamentally different go-to-market approach than the one-to-many model in place, which was not delivering the personalisation or messaging precision the segment required.
The complication was that the segment and its ABM pod did not exist yet. There was no playbook to optimise, every process, template and stakeholder agreement was net new.
What I built
- End-to-end GTM modelsArchitected the model from discovery through post-launch measurement, run on agile sprint cadences so execution kept moving at enterprise pace.
- 1:1 and 1:few ABM frameworksBuilt both methodologies around the specific dynamics of tech and media & entertainment accounts rather than importing a generic template.
- Sales enablement that worked at C-levelDeveloped enterprise case studies giving field teams the proof points needed to open conversations at the top of the account.
- A streamlined creative reviewCompressed time-to-launch by removing internal friction from the ad creative approval path.
- Market insight back into productFed what we learned in the field into product strategy, so the roadmap reflected what the segment actually needed.
- Global messaging consistencyHeld messaging coherent across global cross-functional teams in a genuinely complex stakeholder environment.
What made it hard
Building a practice from zero inside a large organisation is harder than it sounds.
Need one of these built?
I build the layer underneath campaigns, and the reporting that shows whether it worked.