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Jason
Yule
Vice President of Sales at WTax
about
Jason Yule
Jason Yule currently holds the position of Vice President of Sales at WTax, a global tax advisory firm specialising in international tax recovery. In this role, he is responsible for managing critical enterprise deals, supporting sales directors and operations executives across multiple regions, and developing cross-regional sales strategies. Jason has played a key part in establishing WTax as a market leader in North America and driving significant growth. His expertise is supported by his background as a Chartered Accountant and his Executive MBA from the University of Cambridge.
How has your approach to sales and marketing evolved as your business has grown?
Our journey has been quite fascinating. When I started, we were almost exclusively an outbound, sales-led business competing for market share. Marketing wasn't a major focus; we had support materials but lacked a process-driven marketing machine.
As we've grown, we've become much more sophisticated. Now, we have a blended approach. We're still outbound-focused with a tightly defined ideal customer profile, but marketing has become increasingly important. Our marketing team actually developed out of our sales organisation, which has led to strong alignment under our Chief Revenue Officer.
The shift hasn't been without challenges. Initially, there was some resistance from the sales team. But we're now seeing significant benefits, and I expect marketing to play an even more crucial role going forward, both in terms of branding and targeted account marketing.
How do you see the buyer's journey changing, and what does this mean for marketing?
The effects of Covid and changes in buying behaviours have significantly impacted how marketing needs to interact with potential customers. Buyers are making decisions in diverse settings – at home, on their commute, or wherever they happen to be. This shift has blurred the lines between B2B and B2C characteristics.
We're finding that B2B buyers are increasingly using personal devices to interact with work-related content. They might be sitting on a train, scrolling through their phone, and subliminally making B2B decisions. It's crucial that our marketing targets them in these moments, creating awareness and understanding of our products and services.
This evolution requires a multidimensional approach to marketing. We need to create diverse content – podcasts, white papers, collaborations within our wider ecosystem – to reach buyers where they are. It's no longer as simple as running Google Ads and waiting for leads. We need to tailor our approach and measure its effectiveness more precisely.
How do you approach personalisation at scale, and what role does AI play in this?
Like many in the industry, we're increasingly leveraging AI in our sales and marketing tools. The challenge lies in finding the right balance with personalisation and individualisation. We're constantly asking ourselves: do we send out a thousand pieces of generic marketing content, or do we tailor our messaging to individual accounts?
The more individualised we make our messaging, the more costly it becomes, both in terms of resources and supporting tools. Finding the sweet spot requires close coordination between sales, marketing, and our revenue operations team. We rely on RevOps for deep market understanding, sales for feedback on opportunities, and marketing to tailor their approach based on this information.
AI helps us achieve this balance, but it's the human touch – the coordination between teams – that really makes the difference.
How would you describe the alignment between sales and marketing in your organisation?
I believe our alignment is quite strong, largely because our marketing group evolved from our sales team. This shared background has fostered a deep understanding across the organisation of who our most important clients and prospects are.
The role of our Chief Revenue Officer is crucial here. Having a single person overseeing both marketing and sales ensures cohesion and alignment. It's not about sales teams waiting for marketing to feed them leads. Instead, there's a continuous feedback loop: sales speaks to the market, understanding the issues, and marketing generates content that addresses these challenges, creating more 'fish hooks' to attract similar clients.
Looking ahead, what capabilities do you wish your marketing team could provide to enhance your sales approach?
I think the key is gaining a clearer understanding of where buyers are in their journey. When leads move between marketing and sales, we need to know exactly where they are in the buying process and how to react accordingly.
It would be incredibly helpful to have a system that categorises leads based on their engagement. For instance, "This prospect is trying to understand the market" or "This lead has engaged with specific content." This level of insight would allow us to funnel leads more effectively to the respective sales groups and tailor our approach accordingly.
Ultimately, it's about creating a seamless flow of information between marketing and sales, enabling us to meet our clients wherever they are in their buying journey. As the B2B landscape continues to evolve, this kind of alignment and agility will be crucial for driving revenue growth.
about
WTax
WTax is a global leader in international tax recovery and optimization services. Specialising in withholding tax recovery, the firm serves multinational corporations and institutional investors across the Americas, EMEA, and APAC regions. WTax combines advanced technology with deep tax expertise to help clients maximise tax refunds and ensure compliance with complex international tax regulations. The company has experienced rapid growth, working with the worlds largest institutional investors, and is recognized for its innovative approach and thought leadership in the tax advisory industry.
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.