For the new episode of Full-Funnel Live we've invited Steve Armenti, Founder & Head of ABM at twelfth agency. Before starting his agency, Steve spent 6 years at Google where he moved from a content marketer for Google Cloud to leading Global enterprise demand generation program.

At this role he successfully increased SQL quality score from 35% to 85% in under one year.

One of the keys to success was directly partnering with the SDR team to quantify shared OKRs that drove cross-functional improvements across both teams.

We're going to break down exactly how you can achieve exactly the same results in 2026 and other keys to success.

Tune in to learn:

  • How to drive internal change management to create shared OKRs with SDRs and cross-functional alignment
  • Step-by-step process to develop cross-functional account progression model to increase SQL conversion
  • How to track account engagement and deploy playbooks that are aligned with the current journey stage


RESOURCES

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Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/

Join our community for B2B marketers - The Trenches: https://trenches.community/

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Steve on Linkedin: https://www.linkedin.com/in/diandraescobar/

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Podden och tillhörande omslagsbild på den här sidan tillhör Andrei Zinkevich. Innehållet i podden är skapat av Andrei Zinkevich och inte av, eller tillsammans med, Poddtoppen.