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Making the Shift from Lead-Centric B2B to Account Based Revenue

Calling all revenue change agents! Please join us and jumpstart your morning with coffee and breakfast in a casual-and-comfortable event designed specifically for revenue change agents who are leading transformation from lead-centric approaches to account-based revenue within their companies.

By attending, you’ll take part in an interactive panel discussion with four revenue change agents like yourself. These are people who are leading, guiding and managing transformation themselves -- in the real world.

Learn how to prepare your marketing program to deliver account-based revenue while avoiding the pitfalls that can derail your succes.

In this interactive, dynamic panel, John Common, CEO of Intelligent Demand, will interview four marketing leaders on how to move from lead-based B2B marketing to account-based revenue growth.

Discussion Topics:

  • Assessing your ABR readiness
  • Defining and targeting your audience
  • Growing your integrated program
  • Developing your success metrics, reports, and analytics
  • Selecting the most effective tools and platforms


7:30-8:15 a.m. - Check-in/networking/light breakfast
8:15-9:30 a.m. - Intros/program/questions
9:30 - 10 a.m. - Networking/coffee/departures

This program is a joint project between BMA Colorado, Demandbase, Intelligent Demand and Oracle Marketing Cloud.



Matt Ranta
General Manager,

Matt Ranta is the general manager of, a property of Arrow Electronics, Inc. Verical is the world's largest online marketplace for electronic components with over $13 Billion in available inventory, and more than 2.5 Million SKUs. Matt leads strategy, sales, marketing, and operations for Verical around the world. An e-commerce veteran with more than 18 years of digital experience, Matt has been a part of the leadership team for a company ranked number one by Consumer Reports for buying consumer electronics online, helped introduce the iPhone to pre-paid wireless, overhauled multi-million dollar web-based businesses as a freelance consultant, and has led internal teams in both B2B and B2C companies across Digital Sales and Marketing – including Marketing Automation, Search, Analytics, and more.

John Common
Founder, CEO, Intelligent Demand

John Common brings more than 15 years of experience working at the intersection of technology, digital media, and strategy in senior executive, marketing, sales, and business development roles.
Prior to founding Intelligent Demand, John held senior positions in technology and service companies, successfully leading and improving the performance of their marketing, business development, and sales teams. He is a cum laude graduate of the University of West Florida with a BA in Finance and has continued his education at Kellogg School of Management, Northwestern University, studying best practices in business marketing strategy, positioning, pricing and online marketing. A passionate, lifelong learner, he constantly researches emerging trends and technologies in modern marketing, sales, leadership, and entrepreneurship.

Byron O’Dell
Executive Director, Corporate Marketing, IHS Markit

Byron is a marketing leader with demonstrated success in generating revenue, product and brand positioning, leading engaged teams, and creating award-winning programs to transform the enterprise, empower colleagues and delight customers.  As the head of Corporate Marketing at IHS Markit, Byron and his team are responsible for artificial intelligence implementation, campaign optimization, web management, eCommerce strategies and marketing governance and regulatory standards.

John Arnold
Senior Director, ABM Strategy, Demandbase

John is passionate about growth through innovation and customer strategy. He currently leads the ABM Strategy Team at Demandbase where his team of 14 consultants and strategists help senior B-to-B marketing leaders to adopt and operationalize new digital marketing and Account-Based Marketing (ABM) strategies. Prior to Demandbase, he was VP of Marketing at FullContact and the head of Product Marketing at Return Path. John has authored multiple "For Dummies" marketing books, contributed to, and a course author for LinkedIn Learning. He was also on the advisory board at Wildfire (Acquired by Google in 2012), and ran customer education teams for the Mobile Marketing Association and Constant Contact (IPO in 2007).

Gavin McKelvey
Vice President, Corporate Marketing, GTT

Gavin McKelvey is vice president of Corporate Marketing for GTT, a Fortune Future 50 company, GTT connects people across organizations, around the world and to every application in the cloud. Approaching two decades in enterprise technology services marketing, Gavin has held various positions that included responsibilities for channel strategy and marketing, digital marketing, field marketing, and segment strategy.

Thursday, April 26, 2018 (7:30 a.m. - 10 a.m.)


Daniels Cable Center (on the Denver University Campus)

Paid street and lot parking is available nearby. Be sure to read the signs properly as some paid parking is not public.

View a map


  • BMA Colorado Member: $15
  • Not-yet-a-BMA member: $25


Deadline: 4/25/2018
Maximum Attendees: 70

Event Sponsors

Intelligent Demand
Oracle Marketing Cloud