Account-Based Experience Transformation Case Study

This case study details the transformation of Reltio's sales and marketing approach from a Marketing Qualified Lead (MQL) model to an Account-Based Experience (ABX) model. The organization faced significant challenges in their sales pipeline, with a low conversion rate of less than one percent from leads to opportunities. To address these issues, Reltio restructured their processes and technology stack, emphasizing a collaborative approach across various teams. A Revenue Management Council was established to support the transition, and a strategic plan was developed to set measurable goals. The implementation of the ABX strategy included the formation of a dedicated Sales and Marketing team to redefine funnel processes and adopt an agile methodology for continuous improvement. Within two months, Reltio successfully transitioned to the new model, resulting in a 37% increase in actionable sales opportunities and a reduction of over 30 days in the qualification stage. This transformation provided the sales team with enhanced visibility into accounts and improved outreach capabilities.