Bitwarden / Enterprise ABM & Sales collaboration
Give Sales a better
way into the account.
Building Bitwarden’s first account-based and sales-assisted motion alongside its product-led and inbound business.
The business problem
Bitwarden needed an account-based and sales-assisted motion alongside the product-led and inbound business. The job was to help marketing and Sales work from account context, with relevant campaigns and a clear handoff.
The choices I made
I built segmentation and territory logic across North America and EMEA, tiered campaigns using the 6sense DSP, and introduced healthcare and finance vertical experiments.
My hands-on work
I created and tested ad, email and landing-page copy and creative, established the marketing-to-Sales handoff, and coached SDRs on using account insights.
That combination mattered: the account strategy had to show up in both the campaign and the seller’s next conversation.
Qualification before the calendar.
A hands-on example was the qualification-to-booking workflow I built across SMS, chatbot and email.
A useful handoff starts with context.
Qualifying answers captured across these channels
- 01 / Route with context
Answers inform the handoff.
I set up the lead-routing logic informed by the captured qualifying answers.
- 02 / Book after qualification
A conversation with the right person.
A Chili Piper booking link was served after qualification.
Reconstruction of a workflow I built, not an original platform screenshot. Exact qualifying fields, message wording and routing rules are not reproduced. The wider program’s pipeline and ROI figures do not isolate this workflow’s effect.
A shared motion
Sales and RevOps partnered on scoring, routing and shared measurement in HubSpot and Salesforce.
Results and what they mean
The wider program influenced $25.34M in enterprise pipeline in H2 2024. A separate 6sense initiative delivered 574% ROI, measured against investment and closed-won business. These are separate measures with separate scope.
In second-half 2024 comparisons, 6sense-qualified accounts had 36% higher win rates, 33% higher average selling prices and 15% shorter sales cycles than non-qualified accounts. Those are account-group comparisons; they do not isolate the causal effect of qualification or one campaign.