189. Sander Van Gelderen, CMO, Effectory - Why MQLs Aren’t Enough and How ABX Is Closing the Gap

189. Sander Van Gelderen, CMO, Effectory - Why MQLs Aren’t Enough and How ABX Is Closing the Gap

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.

Episoder(211)

187. Scaling Smart, Staying Human: How HiBob Is Getting IPO-Ready with Ronni Zehavi

187. Scaling Smart, Staying Human: How HiBob Is Getting IPO-Ready with Ronni Zehavi

In this episode, we’re joined by Ronni Zehavi, Co-Founder and CEO of HiBob—one of the fastest-growing HR tech platforms on the planet. With nearly 5,000 customers across the globe, HiBob is redefining...

1 Jul 20251h 6min

186. Jennifer Peters, Head of Customer Success, Vesper - Building a Customer Journey That Drives Retention

186. Jennifer Peters, Head of Customer Success, Vesper - Building a Customer Journey That Drives Retention

In this episode, we’re joined by Jennifer Peters, Head of Customer Success at Vesper, the commodity data platform working to bring transparency to the global commodity marketplace. Vesper provides mar...

26 Jun 202546min

185. Emelie Linheden, VP Marketing, Younium - The Event Budget Playbook: What Actually Drives ROI

185. Emelie Linheden, VP Marketing, Younium - The Event Budget Playbook: What Actually Drives ROI

In this episode, we’re joined by Emelie Linheden, VP of Marketing at Younium, a Subscription Management tool that helps B2B SaaS companies in Europe and North America streamline subscription managemen...

18 Jun 202545min

184. Karolina Wrońska-Boukhalfa, Director of Customer Success, Dixa - How should companies segment customers to drive better outcomes?

184. Karolina Wrońska-Boukhalfa, Director of Customer Success, Dixa - How should companies segment customers to drive better outcomes?

In this episode, we’re joined by Karolina Wrońska-Boukhalfa, Director of Customer Success, Dixa, the Value Experience Customer Service Platform empowering companies to deliver effortless, personalized...

11 Jun 202547min

183. Søren Schønnemann, CEO, Factbird - The Hidden Growth Lever: How Strategic Hiring Fueled €10M ARR

183. Søren Schønnemann, CEO, Factbird - The Hidden Growth Lever: How Strategic Hiring Fueled €10M ARR

In this episode, we’re joined by Søren Schønnemann, CEO, Factbird, the SaaS provider that helps manufacturers maximize their performance through manufacturing intelligence from Operator to Process Eng...

22 Mai 202556min

182. Karel Callens, CEO & Founder, Luzmo - Stacking S-Curves: How Luzmo Future-Proofs SaaS Growth Through parallel thinking!

182. Karel Callens, CEO & Founder, Luzmo - Stacking S-Curves: How Luzmo Future-Proofs SaaS Growth Through parallel thinking!

In this episode, we’re joined by Karel Callens, CEO & Founder, Luzmo, an embedded analytics platform, purpose-built for SaaS companies. They bring complex data to life with beautiful, easy-to-use dash...

25 Apr 20251h 1min

181. Massimo Arrigoni, CEO, Beefree - What SaaS Founders Can Learn from Beefree’s Embedded Growth Strategy

181. Massimo Arrigoni, CEO, Beefree - What SaaS Founders Can Learn from Beefree’s Embedded Growth Strategy

In this episode, we’re joined by Massimo Arrigoni, CEO, Beefree, a powerful design suite that lets you create no-code beautiful, high-performing emails that work with any marketing platform. Today the...

16 Apr 202553min

180. Anna Jäger, VP Marketing, Sinch - Size Matters & Speed Wins - How Sinch approached marketing in the U.S. market!

180. Anna Jäger, VP Marketing, Sinch - Size Matters & Speed Wins - How Sinch approached marketing in the U.S. market!

In this episode, we’re joined by Anna Jäger, VP Marketing at Sinch, a global leader in customer communications with over $3B in revenue and operations in 60+ countries. Anna shares hard-earned lessons...

9 Apr 202551min

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