Marketing, sales and partners, working as one.
I spend most of my time in the room where marketing, sales and partners either work together or don’t, and closing that gap is basically the job.
Fifteen-plus years in, mostly across enterprise SaaS and fintech, and the pattern is pretty consistent: the programmes that actually move revenue are the ones built with Sales and RevOps from day one, not handed to them after the fact.
I’ve built that kind of operating model from scratch twice: a global partner marketing function at commercetools and a 1:1 ABM programme at FICO. In both cases, the hard part wasn’t the strategy. It was getting the room to agree on what “qualified” actually meant, then building a system everyone could execute against.
These days I’m also leaning into AI-enabled workflows, mostly because they let small teams do work that used to require a much bigger one, without losing the strategic thinking behind it.
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.
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May 2023
– Sep 2026GLOBALFICO
Global analytics & decision management technology leaderMay 2023 – Sep 2026 · Promotion track: EMEA → GlobalGlobal ABM Director Oct 2025 – Sep 2026GlobalPromoted from Demand Generation Director, EMEA to lead FICO’s global 1:1 ABM function.
- Owned the global 1:1 ABM strategy for Tier 1 enterprise accounts, aligning Sales, Marketing, RevOps and Partners around multi-stakeholder buying cycles.
- Reported ABM and partner performance to executive stakeholders via 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 70% and freeing team capacity for strategic account planning.
→ Promoted from EMEA Demand Generation Director; foundational work 2023–2025 below.
Demand Generation Director, EMEA May 2023 – Sep 2025EMEAFoundational EMEA role; promotion-track predecessor to the Global ABM Director role above.
- Owned regional demand generation across UKI, Nordics, South Africa and EMEA, delivering 125% of pipeline target against plan.
- Managed a $650k regional budget; lifted lead-to-opportunity conversion by 40% through tighter sales alignment and shared qualification criteria with regional sales leadership.
- Acted as commercial partner to the regional VP Sales, contributing to GTM planning, territory design and account prioritisation across the Tier 1 enterprise book.
Case study → $25M enterprise pipeline engine
Problem. 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, not as a marketing lead, but as a P&L-adjacent partner carrying the pipeline number.
What I built. A repeatable executive-workshop series (three to four per quarter, CEO / CFO / CRO-grade audiences) paired with a post-workshop deal-cycle motion that handed qualified, late-stage opportunities directly into the regional sales force. The workshop was the entry point, not the deliverable.
How it worked commercially. The sales motion was redesigned around buying groups (not leads), so marketing-fed assets landed inside late-stage procurement and security review cycles. Frame: revenue, not marketing, pipeline and progression targets carried alongside the regional VP Sales.
Outcome. $25M+ sourced pipeline over 3 years; workshop format adopted as a repeatable EMEA GTM play embedded into the wider enterprise commercial plan.
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Apr 2020
– Mar 2023GLOBALCommercetools
Cloud-native commerce platformApr 2020 – Mar 2023 · Promotion track: UK & N.EU → GlobalHead of Global Partner Marketing Jan 2022 – Mar 2023GlobalPromoted from Marketing Manager, UK & Northern Europe to build and lead commercetools’ first global Partner Marketing function, hired to build the function from scratch, recruited and led an 8-person global team across EMEA, North America and APAC.
- Built the global Partner Marketing function from inception, owning global MDF strategy & governance, the Partner Marketing Framework, and the co-marketing and co-sell motions with strategic technology and SI partners.
- Delivered 115% of a $13.2M partner pipeline target in the first year, embedding partner-sourced revenue into the wider enterprise commercial plan.
- Stood up cross-functional governance with the CRO, VP Alliances and regional Sales to ensure partner activity fed directly into late-stage deal cycles (not awareness).
→ Built on the regional marketing foundation established 2020–2022, see below.
Case study → Building an 8-person global Partner Marketing function
Problem. A high-growth commerce platform was running with no formal 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.
What I built. Defined the global operating model and investment thesis with the CMO and CRO, and established the Partner Marketing Framework as the connective tissue between marketing, alliances and regional sales: a single operating model that replaced ad-hoc partner activity with structured governance, ROI tracking and joint-pipeline motions.
How it worked commercially. Two reinforcing motions wired into late-stage deal cycles rather than awareness: (1) an MDF programme for Accelerators with quarterly spend governance tied to sourced ARR, and (2) co-marketing and co-selling motions with strategic technology and SI partners.
Adoption. The model was rolled into commercial practice: weekly cadence with the CRO and VP Alliances, partner-sourced revenue embedded into commercetools’ enterprise plan, and the operating model adopted as a repeatable partner GTM play across EMEA, North America and APAC.
Marketing Manager, UK & Northern Europe Apr 2020 – Jan 2022UK & N.EUFoundational regional role; tenure transition into the global Partner Marketing role above.
- 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 to prioritise strategic enterprise accounts.
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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.
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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.
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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.”
More recommendations.
Recognition.
“Martin walked into a new ABM role with one brief: build a one-to-one programme from scratch.”
- No playbook — 12 priority accounts and a mandate to rethink how FICO markets to its most strategic customers
- The microsite mistake that reframed how he thinks about buying committees
- Why he believes intent tools are overrated
Meet Martin Lloyd.
Featured in Inflexion’s Alumni Spotlight series on building FICO’s 1:1 ABM programme from scratch, the lessons learned along the way and what success looks like in enterprise ABM.
FeatureRecognised as a Marketing Leader in ABM.
- Named after an ABM roundtable with leaders from AWS, HP and JLL
- Session covered key account refresh strategy and aligning ABM with wider business initiatives
- Focus on deciding what to prioritise in the year ahead
Recognised as a Marketing Leader in ABM.
Recognised by FourCorters following an ABM roundtable with marketing leaders from AWS, HP and JLL on account refresh strategy and aligning ABM with wider business priorities.
Recognition“ABM, Pipeline, Revenue: The Winning Formula.”
- Integrating marketing with revenue teams for maximum impact
- Leveraging ABM for hyper-personalised campaigns and pipeline growth
- Optimising demand gen with multi-touch attribution and data insights
- Tracking the key metrics that maximise ROI
Scaling GTM success: ABM and revenue growth.
Featured by iTech Series sharing insights on integrating marketing with revenue teams, hyper-personalised ABM, multi-touch attribution and driving pipeline through data-led GTM.
InterviewWhere 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.
Talk to me about ABM, Partner Marketing & GTM.
Need senior marketing expertise without hiring a full-time leader? I work with B2B technology companies to build and execute high-impact ABM, partner marketing and demand generation programmes that connect marketing activity to pipeline and revenue.
ABM Strategy & Execution
Account selection, segmentation, messaging, executive engagement, campaign design and measurement.
Partner Marketing
Partner GTM strategy, joint campaigns, MDF programmes, enablement and partner pipeline generation.
Demand Generation & GTM
Integrated campaigns, regional GTM planning, pipeline acceleration and marketing programmes across EMEA.
Fractional / Interim Leadership
Strategic leadership and hands-on execution when businesses need senior marketing capability without making a permanent hire.
Have a marketing challenge you’re working through? Let’s talk.
Available for fractional, interim and project-based engagements.
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.