Account-Based Selling: The Winning Strategy for B2B Sales

Meet the speakers

Watch this 60-min webinar and learn valuable insights to help you succeed in today’s volatile economic climate.

B2B sales organizations are continuously searching for winning strategies to drive revenue growth and improve their bottom line. According to Forrester’s sales research, sales reps only spent 22.8% of their time on direct selling activities in 2022, compared to 25.1% pre-COVID. Seeing that sales productivity is down, and face-to-face interactions are up, Account-Based Selling (ABS) has emerged as a powerful approach to sales that focuses on targeting high-value accounts with a personalized, high-touch approach.

In this on-demand webinar, Upland Altify’s Nigel Cullington, VP of Marketing, and Travis Hill, Managing Director, and Strategic Consultant talked with Guest Speaker and Forrester Principal Analyst, Anne Slough, to discuss why the current economic climate affects B2B sales and how ABS can be a winning strategy to drive success.

Don’t miss this opportunity to take a deep dive into best practices for implementing ABS, including how to build an effective account plan, leverage technology to scale your efforts, and measure the impact of your strategy. Whether you’re new to ABS or looking to optimize your current approach, this webinar will provide valuable insights to help you succeed in today’s challenging sales landscape.


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Meet our panel of experts

Nigel Cullington

VP of Marketing - UPLAND ALTIFY

Nigel Cullington is a highly experienced and talented marketing leader with an impressive twenty-five-year track record of success across diverse industry sectors, including software, publishing, and internet companies. He is a strong leader, mentor, and team player with exceptional analytical and organizational skills, and a proven ability to deliver business marketing strategies that drive sales and business growth across consumer and business sectors.

Travis Hill

Managing Director, Strategic Consulting - UPLAND ALTIFY

Travis Hill is a sales transformation leader who combines deep sales process knowledge, effective sales methodology usage, and cutting-edge smart technology to help revenue teams scale best practice sales behaviors across their organizations. A 10-year veteran of Altify, Travis has led the digitization of sales process, opportunity management, and account management methodologies at some of the world’s largest, most complex sales organizations.

Anne Slough

Principal Analyst - FORRESTER

Anne Slough is a Forrester analyst specializing in digital operations, customer service, and customer experience. She has more than 20 years of experience in the industry and has worked with various clients, helping them improve their customer service operations. Prior to joining Forrester, Anne held several senior positions in the field, including director of operations and customer experience for a software company. Anne holds a Bachelor of Arts degree in communications from Baldwin-Wallace College and a Master of Science degree in management from Purdue University.

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