Episode 179: Account progression framework with Steve Armenti

About this episode

Steve Armenti discusses the account progression framework and strategies for improving SQL conversion rates.

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 On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/ Join our community for B2B…

People in this episode

Host: Andrei Zinkevich

Guest: Steve Armenti

Topics covered

• account progression
• ABM
• cross-functional alignment
• SQL conversion
• internal change management

Keywords

• account progression framework
• ABM
• SQL quality score
• cross-functional improvements
• demand generation

Mentioned in this episode

Organizations: twelfth agency, Google

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