David Cotterill, Conduent
David Cotterill knew he was onto a winner with ABM, when he secured a $30 million deal in a mere six-month account-based sales cycle. Since then, he’s spent 12 years building his career off the back of this achievement.
Now at Conduent – what David refers to as the world’s biggest start-up – he’s created a successful ABM programme from scratch which has been so successful he’s been asked to widen the programme across Europe.
The essence of ABM hasn’t changed since it started – you need to understand your customers want, feel and think. But David believes gaining insight into customers has. Social media has become an invaluable tool for B2B marketers when trying to target a decision-making unit that has grown into a decision-making universe.
David’s key lessons:
Read our full interview with David here