Marketing, sales and partners, working as one.
I’m a senior B2B marketing leader who operates where revenue actually lands — at the intersection of Marketing, Sales, RevOps and Partners. I own enterprise GTM strategy, ABM and partner ecosystems end-to-end, aligning teams around strategic accounts and buying groups and holding every programme to pipeline, progression and revenue outcomes.
Across SaaS, fintech and technology, I’ve worked in organisations from roughly $200M to $2B+ in revenue, generated $100M+ in sourced marketing pipeline across enterprise GTM, ABM and partner marketing programmes, managed $500k–$3M budgets and led high-performing teams.
I blend strategic leadership with hands-on execution, including AI-enabled GTM workflows that compress complex programmes from weeks into days.
Global ABM Director
Owned global ABM strategy across Tier 1 enterprise accounts.
Non-Executive Director · Clear Voice
GTM strategy for a refugee language-services non-profit.
15+ years of increasing scope and commercial ownership.
-
Oct 2025
– Sep 2026GLOBALGlobal ABM Director atFICO
Global analytics & decision management technology leader- Own global 1:1 ABM strategy for Tier 1 enterprise accounts, aligning Sales, Marketing, RevOps and Partners around complex, multi-stakeholder buying cycles.
- Report ABM and partner performance to executive stakeholders through pipeline progression, win-rate and revenue-contribution metrics.
- Embedded partner ecosystems into ABM programmes, increasing influence in late-stage enterprise opportunities and average deal value.
- Introduced AI-enabled account intelligence across 6sense, Seismic and Demandbase, cutting manual research by roughly 70% and freeing team capacity for strategic account planning.
-
May 2023
– Sep 2025EMEADemand Generation Director, EMEA atFICO
- Owned regional demand generation strategy across UKI, Nordics, South Africa and EMEA, delivering 125% of pipeline target.
- Managed a $1.6M regional budget, reallocating investment to executive programmes and high-performing channels tied to enterprise pipeline.
- Built a flagship executive workshop and C-suite engagement programme that generated $25M+ in enterprise pipeline over three years from Tier 1 accounts.
- Improved lead-to-opportunity conversion by 40% through tighter sales alignment and shared qualification criteria with regional sales leadership.
- Acted as a commercial partner to the regional VP Sales, contributing to GTM planning, territory design and account prioritisation.
Case study · $25M enterprise pipeline engine
A $1.5B analytics leader was losing ground in Tier 1 enterprise deals: cycles stalled at procurement, marketing rarely reached the C-suite and executive relationships were thin. I owned the commercial response — a flagship executive workshop series and C-suite engagement programme that generated $25M+ in enterprise pipeline over three years.
Commercial ownership. Framed the problem as revenue, not marketing — carrying pipeline and progression targets alongside regional sales leadership.
Enterprise GTM & sales alignment. Designed the programme around Tier 1 accounts and buying groups, embedding it into the deal-progression motion so marketing fed directly into late-stage cycles.
Executive engagement. Built a repeatable C-suite workshop format that opened net-new economic buyer relationships and influenced $6M+ in annual pipeline.
Outcome. $25M+ in sourced pipeline over three years, 125% of regional pipeline target, and a workshop model adopted as a repeatable enterprise GTM play across EMEA.
-
Jan 2022
– Mar 2023GLOBALHead of Global Partner Marketing atCommercetools
Cloud-native commerce platform- Built the global Partner Marketing function from inception, defining the operating model, investment thesis and leading an 8-person global team.
- Owned global MDF strategy and governance, delivering 115% of a $13.2M partner pipeline target.
- Led joint GTM and co-selling motions with strategic technology and SI partners, connecting partner activity directly to enterprise pipeline.
- Worked cross-functionally with the CRO, VP Alliances and regional Sales leaders to embed partner-sourced revenue into the wider commercial plan.
Case study · Building an 8-person global partner marketing function
A high-growth commerce platform needed to turn a fragmented partner ecosystem into a revenue engine. There was no partner marketing function, MDF spend had no measurable return and strategic SIs were under-leveraged. I was hired to build the function from scratch and connect it to enterprise pipeline.
Strategic ownership. Defined the global partner marketing strategy, operating model and investment thesis, working directly with the CMO, CRO and VP Alliances.
Team building. Recruited and led an 8-person global team spanning EMEA, North America and APAC.
Ecosystem GTM. Created the Partner Marketing Framework and an MDF programme for Accelerators, and led co-marketing and co-selling with strategic technology and SI partners.
Outcome. 115% of a $13.2M partner pipeline target, a repeatable partner GTM motion and partner-sourced revenue embedded in the wider enterprise plan.
-
Apr 2020
– Jan 2022UK & N.EUMarketing Manager, UK & Northern Europe atCommercetools
- Owned regional GTM and demand generation across digital, ABM and field, contributing to pipeline attainment during a high-growth SaaS scale-up.
- Aligned regional marketing with UK & Northern Europe sales leadership, prioritising strategic enterprise accounts.
-
Dec 2018
– Jan 2020GLOBALPartner Marketing Manager atGoCardless
Global payments provider- Led global partner marketing strategy across technology and channel ecosystems, driving enterprise pipeline growth and product adoption.
- Built co-marketing programmes with strategic partners to accelerate market expansion and strengthen GTM alignment across Sales, Partnerships and Marketing.
- Developed partner enablement and activation frameworks that improved partner contribution to revenue objectives.
-
Jul 2017
– Dec 2018EMEAEMEA Partner Marketing Manager at9Spokes
Fintech data & analytics platform- Owned EMEA demand generation and partner-led marketing, contributing to 30% customer growth and a 10% YoY revenue increase.
- Delivered joint executive programmes with enterprise banking partners, opening strategic relationships and improving acquisition efficiency.
- Improved marketing ROI through performance optimisation, regional GTM alignment and targeted partner engagement.
-
2009
– 20172009–2017 | Marketing, Sales & Agency Leadership
What sales, partners and teams say.
“Always a pleasure working with Martin. Aside from the great work he’s done to move us forward with Account Based Marketing (ABM), his lasting legacy at FICO will be our UK events. What he originally set up as the FICO Festive Workshop then spawned FICO Connect and FICO Innovate. Each of these events grew in scale, and established better engagement with our clients.”
“Martin is a fantastic professional who brings all of the skills and expertise in marketing. In an industry known for being fast paced and hard-charging, Martin always created an environment where every team member felt supported and heard.”
“I loved working with Martin and highly recommend him. His creation of the commercetools Partner Marketing Framework and accompanying MDF program for Accelerators was instrumental in our success with our SI partners.”
Where I operate.
Core expertise.
Enterprise GTM & ABM
Own enterprise GTM strategy and 1:1 ABM across Tier 1 accounts, aligning Sales, Marketing, RevOps and Partners around complex buying cycles. Built executive workshop and C-suite programmes that generated $25M+ in enterprise pipeline over three years.
Partner & Ecosystem GTM
Built the global partner marketing function at commercetools from inception, defining the operating model, leading an 8-person global team and delivering 115% of a $13.2M partner pipeline target through the Partner Marketing Framework and MDF programme.
Revenue Marketing Leadership
Lead revenue marketing across complex B2B organisations at $200M–$2B+ scale. Delivered 125% of pipeline target at FICO, improved lead-to-opportunity conversion by 40% and manage $500k–$3M budgets with clear pipeline and progression targets.
Operating environment.
Education & professional development.
The Advanced ABM Practitioner
Inflexion Group
DMI Expert Diploma in Digital Marketing
Digital Marketing Institute
Strategic Leadership
Chartered Institute of Marketing
Advanced ABM Certification
Demandbase
Professional Diploma in Marketing
Chartered Institute of Marketing
BA (Hons) Industrial Design & Technology
Loughborough University
Role of the Non-Executive Director
Institute of Directors (IoD)
Board & advisory.
Clear Voice
Commercial judgement, applied outside the day job.
Non-Executive Director at Clear Voice, advising on GTM strategy, commercial growth and operating model for a language-services organisation supporting refugees. Board-level exposure to strategic decision-making outside the core marketing function, backed by IoD Non-Executive Director training.