About Henrik Leerberg
Henrik Leerberg is a Global Marketing Leader, with over 18 years of experience in product, marketing, and technology craftsmanship. He is a passionate leader and entrepreneur, working globally with B2B SaaS software and IoT growth. Henrik has a proven track record of scaling and transforming SaaS products, launching and growing digital ventures, and leading the development of award-winning, Gartner Magic Quadrant-leading software products for the enterprise space.
As we see more B2B sectors adopting account-based marketing, how is the relationship between marketing and sales changing?
Account-based marketing has really changed the game for us. It helps both marketing and sales teams focus on the same goals and work closely, which wasn't always the case. By focusing on specific accounts, we're able to tailor our efforts more effectively, leading to better alignment. We now use revenue goals to bring everyone on the same page. This has helped reduce the division that used to exist between the two teams. Now, there's a real sense of collaboration, which is essential for reaching our business targets.
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We now use revenue goals to bring everyone on the same page.

What are the main performance indicators for your marketing team?
Our marketing team focuses mainly on three indicators. The first is the quality of opportunities we generate for the sales pipeline. It’s not just about quantity; each opportunity needs to have a strong potential for conversion. Second, we look at the revenue that these opportunities help bring in, which tells us how effective our marketing strategies are. Lastly, we monitor how well these opportunities convert into sales, because good conversion rates mean we're delivering what the sales team needs to succeed.
What challenges come with aligning marketing and sales, and how do you tackle them?
Aligning these two functions comes with its challenges, mainly around data silos and interpretation and the speed of lead progression. Departments often see data differently, which can lead to conflict. We strive for a uniform understanding of data to keep everyone aligned. Additionally, there's often a delay in how quickly leads move through the funnel. We're working to make this process faster and more efficient, ensuring only the best opportunities go to sales. This focus on speed and quality helps us optimise our overall sales efforts.
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We're working to make this process faster and more efficient, ensuring only the best opportunities go to sales.

If you could set the metrics, how would you measure marketing’s impact on revenue?
I'd look at the influenced revenue very closely. It’s important to see marketing as an integral part of the sales team, which can change how we evaluate success. By focusing on the revenue that can be attributed to marketing activities, we can really highlight the direct impact of our work. This approach helps us minimise the usual debates about where leads originated and focus more on how they contribute to the company's goals.
What trends do you think will shape sales and marketing teamwork in the future?
I see marketing taking a more central role in not just supporting sales but being part of the revenue-driving process. This means that marketing will increasingly contribute directly to closing deals, reflecting a shift from traditional roles. Also, as technology plays a bigger role in our strategies, it enables us to be more precise and proactive in how we approach potential customers. This integration of technology helps us meet our goals more effectively and ensures that our strategies are always aligned with current market needs.
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I see marketing taking a more central role in not just supporting sales but being part of the revenue-driving process.

How does your organisation use technology to better understand customer needs and intent?
We fully utilise a variety of technologies to gather and analyse account data, which is key to understanding their needs and buying intent. Our journey has taken us from using basic tools to more sophisticated systems that provide deeper insights. This evolution in technology use is crucial for developing targeted marketing strategies that are effective and efficient. By aligning this data-driven approach with our sales strategies, we ensure that both teams are equipped to meet our business objectives successfully.
About Unit4
Unit4's next-generation enterprise resource planning (ERP) solutions power many of the world's mid-market organisations, bringing together the capabilities of Financials, Procurement, Project Management, HR, and FP&A to share real-time information, and deliver greater insights to help organisations become more effective. By combining our mid-market expertise with a relentless focus on people, we've built flexible solutions to meet customers' unique and changing needs. Unit4 serves more than 5,100 customers globally across a number of sectors including professional services, nonprofit and public sector, with customers including Migros Aare, Southampton City Council, Metro Vancouver, Durham Catholic District School Board, Buro Happold, Peab, North Sea Port Netherlands, Save the Children International, Global Green Growth Institute and Oxfam America. For further information visit www.unit4.com.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.