B2B Growth: Aligning SDRs, Events, and ABM for Revenue
Félix Grivot explains how connecting marketing and sales drives account expansion and measures ROI in tech companies.
Structuring B2B growth demands a revenue-oriented approach and tight integration with pre-sales teams. In a conversation on Marketing - The Podcast, Félix Grivot covers channel alignment, event qualification, and leveraging ABM for account expansion.
Félix Grivot, Head of Marketing at FCamara, discussed the alignment between multidisciplinary teams, pre-sales, and revenue expansion initiatives in a conversation with Bruno Gimenes on Marketing - The Podcast. The episode explores how to connect departments that historically operate in silos to sustain sales predictability in the tech sector.
In the video above, the conversation dives into practical criteria for audience qualification and inter-team governance to prevent wasting budget on corporate initiatives that lack traction.
Integrating Marketing and SDRs to Measure ROI
For Grivot, a B2B growth engine must orchestrate diverse capabilities, bringing together content, paid media, public relations, and lead qualification. Close alignment between marketing and the SDR (Sales Development Representative) team is highlighted as crucial for providing visibility into the sales cycle and tracking bottom-of-the-funnel conversions.
"There’s a lot of debate—whether SDR belongs in marketing or sales; that question is always open. I've worked at companies where I didn't lead SDRs, and at companies like FCamara where I currently lead them. In my view, staying close to marketing helps tremendously with measurement," Grivot explains. According to him, the core goal of all initiatives is to drive business generation: "We can't obsess over measurement, but we must do whatever we can to prove that return, to prove the ROI of what we're doing. So to me, growth is a mindset connecting different skill sets."
In-Person Events and Decision-Maker Selection
When discussing hosting and participating in business events, Grivot emphasizes that the investment only delivers returns when there is internal planning and prior vetting of invited profiles. High-ticket contracts require nurturing and continuous relationship building, ruling out expectations of immediate conversions without brand context.
Grivot recalls his own experiences as a corporate buyer to contrast scattered initiatives with well-structured strategies: "We currently work with an in-house vendor who invited me to an event. I was already familiar with the brand, and the timing was perfect because I needed their services—we hired them, we closed the deal." For him, curating attendees and tracking opportunities should never be outsourced without oversight: "The strategy of who to invite, who to reach out to, must stay completely in-house."
ABM for Account Expansion within the Customer Base
The implementation of Account-Based Marketing (ABM) gains momentum when combined with strategic events and targeted media to deepen penetration within existing accounts. For companies serving large enterprises with complex needs, the focus shifts toward identifying new buying moments across different departments.
"We implemented ABM in 2024, focusing on specific accounts—it's not ABM for everyone, but for these high-potential accounts, the results have been very rewarding, delivering clear value for this strategy across the company and in the board's eyes," says Grivot. The operation links exclusive in-person initiatives with digital brand reinforcement, ensuring priority accounts receive messaging tailored to their operational challenges.