Case Study: Demandbase achieves 31x more phone-booked meetings and lasting culture change with Ambition

With Ambition, Demandbase scores quick wins and lasting culture change

Demandbase, an AI-enabled account-based marketing platform used by enterprises like Adobe and Salesforce, faced a behavior challenge: its SDRs relied heavily on email outreach even though leadership knew phone calls generated more qualified leads faster. Jay, Demandbase’s VP of Sales, needed to shift mindsets and quickly show SDRs the opportunity in dialing more.

Jay and his managers used Ambition to run an 11-week, Fantasy Football–style contest for 25 SDRs, with call-driven meetings weighted highest and experiential prizes to boost engagement. The program drove immediate results — voicemails rose 16x, call connects 7.5x, and meetings booked by phone 31x per week — and sparked lasting cultural change, with ongoing contests now a core part of Demandbase’s sales org.

Demandbase

Jay Tuel

Vice President of Sales