The 2024 OpsStars Award Winner for The Account-Based Program of the Year goes to:
Workiva
In order to scale their ABM program, Workiva kicked off what they called “Operation ABM GTM.” Workiva brought together key stakeholders from across multiple teams and discovered a critical need to evaluate their Account segmentation and tech stack.
Ultimately, Workiva’s refreshed operational workflow enabled the Marketing team to stay agile and boost alignment with Sales. This reduced account noise, streamlined handoffs, and enabled a more productive GTM feedback loop.
Operation ABM GTM was a success. Workiva’s ABM process improvements have saved the team time and resulted in efficient pipeline generation.
Moving forward, Workiva’s GTM team plans on continuing to learn from this project and discovering ways to further improve account-based efforts.
Measurable outcomes include:
- $41 million in year-to-date pipeline generated.
- 68% decrease in target account noise with augmented segmentation.
- 50% decrease in time-to-insight for greater scalability.
Congratulations Workiva!
