At our exclusive One to Won Summit, 50 top marketing executives gathered to discuss the next frontier in enterprise marketing. From this elite group, we selected six organizations who have had extraordinary success in breaking through to strategic enterprise accounts. Want to see how they did it? Dive into 6 inspirational examples below. You can download the full play by plays here.

Overall Trends

When we analyzed their approaches, a fascinating pattern emerged. Despite operating across different industries and facing unique challenges, these marketing all-stars shared five fundamental elements in their enterprise GTM approach. 

Whether you're struggling to penetrate key accounts, battling attribution wars between sales and marketing, or trying to make sense of 10,000+ customer touchpoints, these five core elements provide a blueprint for breakthrough success: 

1. Focus on Quality Over Quantity

2. Align Across Sales and Marketing Teams

3. Execute Through Multiple Phases and Channels

4. Leverage AI for Personalization

5. Deliver Measurable, Impressive Results

Let's dive into each element, sharing the strategies, tools, and results these marketing leaders used to transform their enterprise approach.

Element #1: Focus on Quality Over Quantity

The shift from spray-and-pray to highly targeted approach was the most dramatic change our Hall of Famers implemented. Every success story began with decisive narrowing of focus and deliberate allocation of resources to fewer, more strategic opportunities.

Amplitude: From 3,500 to 130 Accounts

Amplitude's transformation exemplifies this principle perfectly. Their previous program targeted over 3,500 accounts – diluting their effectiveness with generic messaging that failed to gain traction.

Their solution? Ruthlessly cut the target list to just 130 global accounts.

This 96% reduction allowed Amplitude to create dedicated marketing and sales cross-functional pods for strategic accounts. Results:

• 40% higher meeting-to-opportunity conversion in ABX accounts

• 54 meeting requests from previously unresponsive strategic accounts within 2 months of launching the new program

• 65% of strategic accounts converted to qualified pipeline

Observe.AI: The Focused Strategy

Observe.AI took this focus even further, tiering accounts into 3 segments with laser focus on just a few accounts at the highest level. This enabled true one-to-one personalization with strategic time and dollar allocation for each account.

The Quality Focus Advantage: By concentrating limited resources on fewer, more strategic targets, you can create truly personalized experiences, align your entire go-to-market team around shared priorities, and generate sufficient signal to measure what's actually working.

Element #2: Align Across Sales and Marketing Teams

Every Hall of Fame organization mastered breaking down traditional silos between teams, recognizing that enterprise selling requires perfect coordination across marketing, sales, business development, technical teams, and customer success.

Observe.AI: Ending the Attribution War

Observe.AI tackled what Colette Wladyka calls "the attribution wars that nobody wins" with a unified "one team" approach focused on collective success rather than departmental credit. This gained full buy-in from sales leadership to reps, with executive leadership fully committed.

Autodesk Construction Cloud: ABM Managers as Extended Account Team Members

Jessie Wu, Head of ABM at Autodesk, implemented a structure where ABM managers became fully integrated account team members. "Our team has dedicated one-to-one ABM managers who align directly to sales managers and AEs," Wu explained. "They're super immersed in not just the team's success, but also the top accounts from each AE."

This integration included weekly team meetings with ABM updates on deal progress and engagement, plus robust Power BI dashboards giving sales managers real-time visibility into ABM resource leverage.

The Alignment Advantage: Cross-functional alignment eliminates competing incentives, ensures consistent messaging across touchpoints, enables seamless handoffs between teams, and allows real-time adaptation to customer feedback.

Element #3: Execute Through Multi Phases and Channels

Our Hall of Fame marketers orchestrated sophisticated, multi-phase engagement sequences across multiple channels, creating immersive experiences for target accounts rather than relying on single-touch campaigns.

Andela: The Three-Phase Approach

Andela executed a strategic sequence of targeted display ads, premium direct mail, and exclusive events. The direct mail included QR codes leading to personalized microsites, connecting digital and physical experiences. [Full playbook breakdown here.]

Autodesk Construction Cloud: The ABM + BDR Campaign Flow

Autodesk mapped detailed multi-week orchestration:

• Weeks 1-4: ABM inbound efforts to warm up target accounts (display ads, targeted webinars, content syndication)

• Week 5+: Coordinated BDR outbound with personalized landing pages, customer stories, and direct mail

This systematic approach ensured prospects were properly warmed before human outreach, making conversations more productive.

The Multi-Channel Advantage: Creates multiple entry points for different decision-makers, reinforcement effects across channels, and extended company presence impression.

Element #4: Leverage AI for Personalization

All Hall of Fame organizations leveraged AI to make enterprise marketing scalable.

UserTesting: The AI Center of Excellence

UserTesting developed the most comprehensive AI approach with their Center of Excellence model. The head of AI serves as evangelist, educator, and enabler across marketing, sales, and product teams through regular training sessions, lunch-and-learns, and AI office hours.

Custom GPTs include:

• Campaign Management GPT: Trained on personas, frameworks, and best practices to build RACI models and workflows

• Executive Conversation Simulator: AI-powered role play for discovery calls adapted to different buyer personas

Results: "Something that would have taken me several days is taking me a couple hours now," explained Lara White.

Amplitude: AI-Powered Personalization & Sales Enablement

Amplitude deployed AI across two key areas:

• AI Accelerated Personalization: ChatGPT automatically generates 130 account-specific industry insights, decision maker insights, pain points and value props feeding into AI-powered pitch decks

• Real-Time Sales Enablement: Mutiny Sales Extension gives BDRs and AEs alerts for real-time account engagement

Syndio: AI Revenue Attribution

Syndio tackled attribution with sophisticated AI using Upside:

• Data Consolidation: 10,000+ touchpoints across 12+ systems into unified location

• AI Data Cleansing: AI agents clean and enhance data

• Visual Account Journey Mapping: Visualizations of buying group momentum over time

• Signal Analysis: AI pinpoints actual catalysts behind closed deals

Surprising insights: Web research activities increased deal likelihood by 83%, while chatbot interactions decreased likelihood by 100%.

The AI Advantage: Enables scalable personalization, data-driven insights into complex buying journeys, real-time engagement, and time acceleration from weeks to hours.

Element #5: Deliver Measurable, Impressive Results

The final common element across all Hall of Fame organizations was their focus on measurable results. These weren't vanity metrics – they were substantial business outcomes that demonstrated true marketing impact on the bottom line.

Autodesk Construction Cloud: Statistically Significant Improvement

Autodesk Construction Cloud ran a statistically significant holdout test to prove the impact of their ABM program. 

The results were definitive. Accounts receiving ABM touches experience:

• 51% higher volume of opportunity creation

• 60% higher dollar value of opportunities created

• 27% higher volume of closed/won opportunities

• 50% higher dollar value of closed/won opportunities

By proving enterprise ROI of their ABM program, Jessie’s team was able to get more internal buy-in and resources to continue to break into target accounts. 

Andela: Expansion Growth at Scale

Andela's multi-channel campaign delivered measurable impact:

• 46% YoY expansion growth

• 40 opportunities generated (140% above target)

• $1.3M influenced pipeline

They transformed their relationship with a key customer from a departmental client into an enterprise partner, scaling from 64 talent placements to over 100 in under a year – making them only the second client ever to cross this threshold.

The Measurement Advantage: Clear ROI gains executive buy-in, data-backed resource justification, and demonstrable impact for marketing leaders.

Conclusion: Your Path Forward

Our Marketing Hall of Fame features five groundbreaking organizations exemplifying these five elements:

• Amplitude: Sales and Marketing Alignment, Powered by AI

• UserTesting: Accelerating GTM with AI Center of Excellence

• Autodesk Construction Cloud: Building the Enterprise ABM Engine

• Andela: Driving Enterprise Expansion at Scale

• Syndio: AI Revenue Attribution

This blueprint offers a clear path for any organization looking to break through to enterprise accounts. By focusing resources, aligning teams, orchestrating multi-channel campaigns, leveraging AI for personalization, and measuring meaningful results, you can transform your enterprise marketing approach.

The journey begins with examining your current strategy and identifying which of these five elements needs immediate attention in your organization. Start there, and you'll be on your way to joining the ranks of these marketing all-stars.

Click here to access the full Hall of Fame case studies.