Planning kicked off in November 2025, the start of Q4 FY2026. Pendo's enterprise sales team was sitting on five high-value accounts that had been in the install base for 12 to 24 months with strong product adoption but limited expansion motion. These were healthy customers for their current use cases. Pendo was built as a product management platform for the Chief Product Officer org, but throughout FY26 we were expanding our software use cases to include tools for CIO, CTO, COO, CHRO, CRO, and CMO personas. Leadership flagged these five accounts as top expansion targets given their size, adoption health, and untapped whitespace across the executive suite. My mandate: build a 1:1 ABM program that would create air cover, generate pipeline, and open doors sales couldn't open alone. Pipeline figures reflect results through the end of March 2026.
Get Pendo's story in front of buying committee members before the AE ever reaches out.
Turn high-intent accounts into active opportunities with a measurable revenue outcome.
Use marketing to access stakeholders sales couldn't reach through outreach alone.
Every account was an existing customer. Selected on three criteria: high adoption, clear expansion whitespace, and elevated 6sense intent.
Tier-one 6sense intent is defined as an account in the Decision or Purchase buying stage, or flagged as a 6QA (6sense Qualified Account).
Make the AE the smartest person in the room. Get marketing upstream of the sales conversation.
Every tactic mapped to a phase. Every channel chosen to advance the account, not fill a calendar.
Backbone of the program. Used for account selection, ongoing intent monitoring, and triggering BDR sequences when accounts hit tier-one intent.
Personalized landing pages per account, leading with industry context, a relevant customer story, and a tailored CTA tied to each account's expansion use case.
Company-targeted campaigns. Progressed from thought leadership to ROI creative as accounts advanced. Engagement fed back into BDR prioritization.
Triggered at two moments: initial outreach (low-cost, high-personalization opener) and post-meeting (premium relationship builder).
Custom sequences per account, briefed by marketing, referencing the microsite and the specific content each contact engaged with.
Invite-only 2-hour event to get non-Pendo stakeholders, economic buyers, and IT decision-makers into the room. Incentivized with a curated virtual experience or a $250 raffle. The single highest-leverage tactic for breaking the single-champion bottleneck.
Through end of March 2026: 3 of 5 accounts generated pipeline. 1 closed. Here's what it drove.
Results reflect pipeline generated November 2025 through March 2026.
$725,000 expansion ARR. Expanded into the digital banking team. Campaign created the initial multi-stakeholder engagement that made the AE's first conversation land differently.
$640,000 in active pipeline. Microsite engagement from three contacts outside the known champion opened a buying committee conversation the AE couldn't crack alone.
$580,000 in active pipeline. Warm CS intro plus LinkedIn and Sendoso sequencing opened two new stakeholder relationships. Opportunity created in week 9.
Cisco and Palo Alto Networks: strong engagement, no opportunity in window. Both remain active 6sense tier-one accounts.
What worked, what I'd do differently, and what I'm carrying into the next program.
A defined account set. A complex buying committee. A need to get marketing upstream of the sales conversation, not downstream. I've built this program. I know what it takes to run it across 150 strategic accounts without losing the personalization that makes it work.
I've built this motion and know how to run it across a focused account set without sacrificing personalization.
I've owned a number, built programs to hit it, and know how to diagnose and course-correct mid-flight.
6sense, Mutiny, and AI-assisted personalization are already how I work. I'd bring that into the Atlassian stack from day one.