In this episode, we’re joined by Sander van Gelderen, CMO at Effectory, an employee listening solution platform helping organizations measure and improve engagement, enablement, and productivity at scale, serving 700+ recurring customers across the Benelux, DACH, and now the Nordics.
We spoke with Sander about how Effectory transformed from a project-based consultancy into a recurring revenue SaaS business and how his team is reshaping their go-to-market motion through Account-Based Experience (ABX). The goal? Closing the gap between marketing and sales, reducing waste, and targeting only the accounts truly in-market.
Here are some of the key questions we address:
- What is ABX and how does it differ from ABM in practice?
- How do you unify marketing and sales targeting to remove friction?
- What were the warning signs that the traditional MQL model wasn’t working?
- How do you implement ABX without losing velocity or your team’s trust?
- What process and tech changes are required to make ABX work?
- How should marketing compensation evolve in an ABX world?
- What are the real trade-offs and pitfalls no one talks about?
🎧 Tune in to hear how Sander and his team are aligning people, process, and technology, proving that better targeting isn’t just possible, it’s essential for sustainable growth.
