← All resources

Meet Vendery: A Modern, Outcome-Oriented Growth Agency Specializing in Account-Based GTM Outcomes

Jamie Halpin5 Mins

Meet: Vendery

(pronounced Ven-deer-ie; ‘to sell’)

Vendery is an outcome-oriented agency that embeds with the revenue teams of B2B CMOs and CROs to design & run account-based GTM programs across the customer lifecycle. This entails:

  • Using outside-in market intelligence and VoC to devise sales campaigns that differentiate your offering & resonate with your buyers
  • Readying your sellers to execute these sales campaigns then leveraging tech/data to orchestrate & execute at the optimal time
  • Measurement of impact, the capture of learnings & institutionalization of the capability to orchestrate these campaigns on a regular basis

We leverage our proprietary Account-Based GTM methodology & solutions to provide this as a done-with-you service - the results of which are more closed-won deals.

The Opportunity

I’ve found that ~95% of organizations are looking for a better return on their ABM investment. That’s the opportunity statement at its most basic level, which I’ve formed over my ~15 years in GTM in serving more than 50 management teams, proposing engagements to another 100, and interactions with thousands of operators along the way.

More acutely, the contemporary struggles of B2B revenue executives and their teams are vast when it comes to this GTM discipline:

  • Ambiguous or incomplete intent signaling
  • Slow reaction time to new buyer behavior or market trends
  • Sporadic or ineffective cross-functional collaboration
  • Account-based workflows disconnected from technology
  • Poor quality of account & contact data
  • …among many other things.

Meanwhile, GTM engineering and AI are completely revolutionizing the playbook in this category, and many GTM teams aren’t capitalizing to their full potential (or in many cases, falling behind).

What’s more: two standalone opportunities have emerged for driving greater GTM alpha by re-framing traditional ABM constructs & evolving the strategy altogether:

  1. Focusing ABM on existing accounts. Traditionally ABM exclusively focused on & activated new accounts, while ownership for the expansion of existing accounts belonged to customer marketing and/or sales. Despite an organization’s context about its customers, the existence of active/warm relationships, and generally superior sales economics (better win rate, cycle time and often deal size within the install base), Net Revenue Retention trends from the last 5 years suggest the current approach is leaving the putt very short.
  2. Field sellers as the orchestrators for ABM. ABM is most often characterized as a marketing capability (it’s eponymously named after all). For a variety of reasons - because reaching across the aisle is hard; rigid internal controls on distracting sellers & diluting sales time - sales isn’t usually in the ABM mix until an account goes MQA. But here’s the deal: as a seller myself, I’m looking for literally any excuse to reach out to my contacts and deliver them value - content, events, intros, etc. (e.g. the ABM ‘goods’). By ‘saving their time’, we’re leaving the most direct avenue to our cutsomers underleveraged.

The Solution: Account-Based GTM

Account-based GTM is a modern growth/operating framework that maximizes ROI of your sales & marketing dollars by driving more topical & timely engagement with customers across GTM functions through better personalization for in-market buying personas at the account level (mouthful). It’s distinct from ‘Account-Based Marketing’ in that ABM focuses primarily on new logo acquisition where ABGTM balances the need for new logos with a similar effort and intensity targeted at driving upsell & cross-sell, account retention & CX more generally.

This concept is the basis for Vendery’s value proposition & offering, which is is predicated on a proprietary methodology and solutions spanning 5 parts:

  1. The fundamentals - establishing a mutual understanding / definition of foundational GTM concepts (value prop, ideal customers, key purchasing criteria, buyer avatars, etc.)
  2. Integrated engagement strategy - validating & stitching together the optimal schema of channels, content, events and promotions to entice buyers
  3. Signal instrumentation - across your company’s ecosystem, e.g. competitors, customers, prospects & partners, validating & automating the demand drivers of your buyers
  4. Seller readiness - arming with offers and messaging that actually resonate & democratizing the tools, tactics & activities that convert deals
  5. Continuous orchestration & evolution - ongoing execution of campaigns, ROI tracking & continuous learning, improvement based on market intelligence, trends & performance

In essence, Vendery will embed with B2B GTM teams to build & execute integrated sales campaigns across the customer lifecycle to produce more sales. Practically, there are several applications for such an offering - here are the most common ones:

  • New product or offering introduction
  • Recent M&A or mandate to improve cross-sell
  • Segment or geo-level penetration strategy (e.g. move upmarket, expand in US)
  • Customer retention efficacy/improvement
  • Introduction of new positioning

Why Vendery?

For you, our clients, I’m making six commitments that distinguish Vendery from other ABM, Growth or Outbound agencies and DIY:

  1. Integrated across functions: ‘one team’ is a mantra we live by and guides our approach. A more cohesive GTM across growth motions is a byproduct of any client work that we do.
  2. Full Cycle-Focused: As I’ve outlined, this isn’t exclusively for new logo acquisition. Our solutions transcend sales & CX motions, rooted in our own cross-functional experience.
  3. Built for Sellers, by Sellers: Every deliverable is designed for seller effectiveness – filtered by those who have carried a bag.
  4. ‘Outside-In’ Data-Driven: Windowless basement laboratories are not our thing. VoC, market input & empirical analysis inform every decision.
  5. AI-Native Agility: We move faster, adapt in real time, and scale personalization further than any traditional agency model allows.
  6. Outcome-Based: We drive metrics that drive revenue & where the circumstances permit, we’ll align our incentives with yours.

The umbrella over all of this: Vendery’s commitment to overall excellence. I/we are obsessed with driving measurable business impact…it’s the scoreboard, it speaks for itself and it always tells the truth. To deliver business results requires discipline - in keeping pace with market trends & innovating as well as in execution. If we earn the opportunity to be your business partner, our commitment to delivering with business excellence will not waiver.

I’m excited to introduce you to Vendery! I hope you’ll follow along and engage when you feel compelled.