Verint’s ABM Strategy: Building a Roadmap for Scalable Growth

Industry

Customer Engagement & Contact Center Solutions

Challenge

Verint sought to balance revenue growth from existing clients with new customer acquisition. The incoming VP of Demand Generation wanted to explore how Account-Based Marketing (ABM) could help achieve this goal. However, they lacked a structured approach to ABM and needed a clear roadmap to ensure alignment across marketing and sales.

Results

Verint gained a clear, structured roadmap for implementing Account-Based Marketing (ABM), ensuring alignment between marketing and sales. The engagement provided actionable insights, including a detailed plan for an ABM Council and pilot program. As a result, Verint was equipped with best practices and customized strategies to execute their ABM initiatives successfully.

Key Services

www.verint.com

+100%

ABM Readiness

Stakeholder Buy-In

10+

SOPs

100%

Pilot Execution

Coming in, we thought we knew ABM, but we soon learned a great deal more about how to make it successful in an environment like ours. The TPG team was not only knowledgeable, but results-oriented and easy to work with

Alisa Barber

Vice President of Marketing @ Verint

About Verint

Verint is a global leader in customer engagement solutions, specializing in AI-driven analytics, workforce optimization, and omnichannel customer experience technologies. The company serves enterprises across industries, helping them enhance customer interactions, improve operational efficiency, and drive measurable business outcomes. Verint has been recognized for its innovative approach to automation and engagement, with solutions that power contact centers, back-office operations, and digital engagement strategies. Their ongoing investments in AI and analytics continue to set industry benchmarks for customer experience management.

The Challenge

Verint sought to enhance its revenue growth strategy by shifting its focus from net-new sales to expanding revenue within its existing client base. The incoming VP of Demand Generation wanted to explore how an account-based marketing (ABM) approach could help achieve this goal. While Verint had a strong market presence, it needed a structured roadmap to assess its readiness for ABM, align sales and marketing teams, and implement best practices for effectively targeting and engaging high-value accounts.

The Solution

Verint’s leadership recognized that to shift towards an account-based marketing (ABM) approach effectively, they needed expert guidance to evaluate their readiness and build a structured roadmap. After considering various consulting firms and in-house efforts, they selected The Pedowitz Group (TPG) due to its deep expertise in ABM strategy, marketing and sales alignment, and data-driven execution. TPG’s proven methodology and hands-on approach gave Verint confidence that they could successfully transition to an ABM model with measurable impact.

To kickstart the engagement, TPG conducted a readiness assessment, interviewing 16 key stakeholders and surveying 14 teams to gauge Verint’s current capabilities. They audited marketing and sales processes, evaluated data readiness, and hosted virtual workshops to define Verint’s ideal customer profile (ICP), ABM tiers, and entitlements. TPG then provided a structured ABM Pilot Roadmap, outlining clear next steps to ensure seamless implementation.

“Coming in, we thought we knew ABM, but we soon learned much more about how to make it successful in an environment like ours. The TPG team was knowledgeable, results-oriented, and easy to work with.”

— Alisa Barber, VP of Marketing & Demand, Verint

The Results

At the end of the three-month engagement, Verint had a clear, actionable roadmap for implementing account-based marketing (ABM) at scale. The engagement produced tangible resources, including a structured ABM education deck for internal buy-in, competitive analyses, and detailed planning frameworks to institutionalize best practices.

Key results included:

A comprehensive ABM strategy, including ICP definitions, tiered engagement models, and ABM entitlements.
Roadmaps for execution, ensuring cross-functional teams had clear next steps.
Standardized marketing and sales processes, allowing for greater efficiency and alignment.
Institutionalized ABM knowledge, equipping Verint’s team with educational materials, surveys, and workshops to continue refining their approach.

By the end of the engagement, Verint was fully prepared to roll out an ABM pilot, confident in their ability to scale the program effectively. The foundational work provided by TPG ensured that Verint could move forward with a structured, data-driven approach to ABM, setting them up for long-term success.