In his role as service director for the Account-Based Marketing (ABM) practice, Matt Senatore is responsible for setting the overall direction for the ABM service as well as execution. He leads a team of experienced marketers-turned-analysts through client delivery, research innovation, service development, consulting, internal and external speaking engagements as well as sales and marketing enablement. Prior to joining SiriusDecisions, Matt was vice president of global marketing at Casewise Systems, (since acquired by erwin). He was responsible for strategic marketing planning and execution of comprehensive global and country-specific marketing activities, including branding and positioning, content, digital media, account-based/customer marketing, demand generation, communications, events, analyst relations, and agency and vendor management initiatives.Matt also spent six years at PepsiCo in a variety of roles, including customer marketing where he worked hand-in-hand with the sales organization to develop annual account-based marketing strategies and plans designed to drive revenue, profit and customer advocacy with large strategic foodservice accounts. Earlier in his career, Matt worked as a consultant at Peppers and Rogers Group, the leading customer relationship marketing boutique consulting firm, where he assisted organizations with developing and implementing growth- and retention-based marketing strategies and programs that also improved the customer experience. Matt has been named as a "Top 100 B2B Marketing Influencer" and featured in numerous publications and podcasts including ABM In Action, DemandGen Report, CMO.com, DMNews and MarTech Advisor. He is also a frequent speaker at leading b-to-b events including B2BMX, FlipMyFunnel, Marketo Marketing Nation, ABM Innovation Summit as well as SiriusDecisions events across the globe. Matt earned a BS in finance and marketing, with honors, from the University of Connecticut.Twitter = @MattSenatore