OnBase: Smashing Sales and Marketing Misalignments Ep. 568 | Driving 80% more deals: Hexagon’s ABM transformation with Demandbase
In this OnBase Podcast episode, host Chris Moody sits down with Brynna Self to unpack how Hexagon SIG moved from “running ads to accounts” to a true account-based GTM—and what changed when they adopted Demandbase as their shared sales–marketing system of record. Brynna details the journey from agency days to client-side leadership, why data discipline beats “order-taking,” and how a North America pilot became the blueprint for global rollout.
They cover what actually fixes sales–marketing silos (hint: shared facts beat opinions), why clean CRM + intent + journey data created pull from sales, and how one-to-one onboarding for reps, weekly pipeline rituals, and regional frameworks turned ABM from theory into closed-won outcomes
Key takeaways
- Data-driven transformation is the foundation of growth
Hexagon’s marketing evolution began with a cultural shift toward analytics and measurable outcomes. By implementing KPIs and attribution models, Brynna’s team moved from intuition-based decisions to data-backed strategy, aligning every initiative to revenue impact. - Sales and marketing alignment is non-negotiable
Brynna emphasized that ABM success depends on equal partnership between sales and marketing. Breaking the “order-taker” mindset and fostering collaboration built the trust required for true go-to-market alignment. - Demandbase became the catalyst for ABM maturity
Transitioning from Terminus to Demandbase allowed Hexagon to unify data, surface actionable insights, and bridge communication gaps between sales and marketing. The platform became the single source of truth for their account strategy. - Start small, prove value, then scale
Launching with a North America pilot allowed the team to test, refine, and validate their ABM approach before expanding globally. The result was a 53% increase in web visits and an 80% rise in closed-won opportunities, setting a model for global rollout. - Data transparency builds adoption
By personalizing reports and dashboards for each salesperson, Brynna’s team achieved over 90% adoption. Showing tangible, account-level insights built credibility and helped sales see marketing as a strategic partner. - ABM success is globally adaptable
While each region has unique challenges, the ABM framework proved scalable across geographies. Success came from combining consistent methodology with localized execution. - Clean data powers the future of AI in marketing
Brynna’s closing insight underscored that AI can only enhance ABM if the data foundation is clean, accurate, and consistent across systems.
Quotes
“We need each other. Sales and marketing can’t be order-takers; we’re partners driving growth.”
Tech Recommendations
Resource Recommendations
Newsletter:
- The Marketing Operations Leader by Darrell Alfonso
- The Marketing Operations Strategist with Sara McNamara by Sarah McNamara
Blog:
- Niel Patel: Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest
Shout-outs
- Sarah McNamara - Founding Revenue Operations & GTM Strategy Lead. Vector
- Darrell Alfonso - VP of Marketing Ops and Martech,Foundever.
- Neil Patel - Co-Founder at Neil Patel Digital
- Maureen Mack - Northam Marketing Director,Hexagon.
- Mallory Hilderbrand - Senior Manager, Global Campaign Operations,Hexagon.
About the Guest
Brynna Self is a seasoned growth and marketing executive with 20 years of experience driving global digital strategy, demand generation, and account-based marketing. As Director of Global Digital Marketing at Hexagon’s Safety, Infrastructure & Geospatial division, she leads initiatives that align marketing, sales and customer success to create stronger go-to-market execution. Recognized for advancing ABM adoption, AI-powered analytics, and data-driven decision-making, she has delivered measurable growth across the software, manufacturing and e-commerce sectors. Brynna holds an MBA in Marketing from the University of Maryland.