When Ross Rich, a top-performing sales leader at Stripe, saw firsthand how often sales processes and content went unused, he founded Accord. His goal was simple: help revenue teams operationalize their methodology, not just document it.
These days, Accord serves more than a thousand revenue leaders and helps transform static sales strategies into dynamic, standardized playbooks that serve as each rep’s daily workspace. And with the recent launch of Accord’s CMS, teams can now embed relevant content directly into each step of the playbook, making it easier than ever for reps to access the right materials, at the right time, without context-switching.
In this webinar recap, we’re highlighting a real customer story. You’ll get an inside look at how George Beard at SEON set up Accord’s CMS, how her team uses it, and what kind of results they’re seeing.
Let’s dive in!
Accord CMS Platform Overview
Accord’s new CMS functionality centralizes all revenue-related content, whether pulled from Google Drive or SharePoint, into a unified, searchable Hubs. These Hubs act as dynamic, role-specific home bases for sales, CS, or marketing teams to easily access the most relevant case studies, pitch decks, pricing docs, enablement materials, and more. Rather than simply storing static documents, the CMS makes it easy for teams to keep a pulse on what matters most by organizing content by function, product, persona, and initiative — all while maintaining a direct sync to where that content lives.
In addition to the ease of use and organization, Accord’s CMS also integrates workflows according to how reps actually do their jobs. This means every piece of content can be tied to a specific playbook, which means resources surface automatically based on deal stage, motion type, or persona.
For example, when a seller moves a deal from lead to opportunity, Accord automatically pulls in the most relevant materials, from case studies and enablement tasks to internal checklists and personalized workspace headers. Sellers no longer need to hunt through Slack or rely on memory for what was shared in a meeting; instead, the most impactful content is delivered in context, at the moment it’s needed. The result is smarter, more consistent deal execution and a faster ramp to revenue.
Accord’s CMS = The Path of Least Resistance for SEON
“The big question I ask is, ‘How do we get to where we need to be with the path of least resistance?’ One of the most important things I do is meet sellers where they’re at. That means our content needs to live in a place that makes sense to them. But we also can’t expect them to be marketers or to read every piece of content,” says George. “Being able to suggest the right content at the right step, without expecting them to have internalized everything, made it easier for them to find exactly what they needed, when they needed it.”
To help sellers (and buyers) navigate content more easily and avoid internal mix-ups—George’s team at SEON uses Accord’s Internal content feature to clearly differentiate internal-facing versus external-facing resources. Anything marked internal isn’t accessible to customers, adding an extra layer of security to protect sensitive materials.
When it comes to sharing content with prospects, George acknowledges how overwhelming the experience can be — long email threads, extended sales cycles, and customers juggling their day jobs while evaluating new tools. That’s why SEON leverages Accord’s CMS to deliver the right content at the right time, in a way that’s easy for buyers to revisit when they need it.
Historically, the process required generating one-off links for every person and every piece of content, which led to the team downloading and distributing files manually, making it impossible to track engagement or maintain consistency. With Accord, that’s changed. Content is now organized, shareable, and trackable all in one place so teams can focus less on logistics and more on what’s working.
For George, driving efficiency across a lean team came down to simplifying both the tools they used and the way they worked. Instead of layering on more systems or processes, she focused on creating clarity around what mattered most.
George asked two important questions:
- Where do we want our team to live and spend their time?
- What data do we want them to trust?
“There are two sides to this,” George explains. “One is consolidation, the other is integration. If your tools aren’t talking to each other, I guarantee the data in every one of those systems — except maybe one — is going to be wrong.”
Getting reps to fill in fields in a CRM is hard enough. Expecting them to jump between multiple tools for simple tasks, no matter how well-integrated your stack is, just isn’t realistic. “From onboarding new hires to managing daily workflows, I don’t want to train people on four different platforms, maintain four tools, or update the same thing in four different places,” George says. “Smaller teams don’t have the time or bandwidth for that.”
That’s why Accord’s introduction of its CMS was so impactful for SEON. “Now, I update content in one place, and the team always knows where to find it,” George says. “Everything connects back to our CRM, so reps can work in whichever tool they prefer, and the systems still stay in sync. It eliminated so much friction.”
George’s Overview of How SEON Uses Accord
When it came to setting up and scaling Accord’s CMS, George believes in keeping things simple and user-focused. Her guiding question is, “If I were a rep, what would I be looking for?” That question drives everything from how content is tagged to how it’s organized across internal and external audiences.
George and her team make use of Accord’s tagging features to clearly distinguish internal training materials (like AML refreshers) from customer-facing assets. By consolidating everything into one central library, reps know exactly where to go and what they’re allowed to share. Even better, any updates made in the CMS are automatically reflected in related playbooks and active customer workspaces. So if a compliance doc or pitch deck changes, there’s no need to re-upload or resend anything. “You just click ‘update all objects’ and it pushes everywhere,” George explains. “I don’t even need to know what changed, I just know it’s the latest version.”
This has been a huge win for participation across teams. Whether it’s a product marketer updating messaging or a partner change requiring new logos, Accord’s CMS makes it easy to keep content current and consistent.
George also uses CMS analytics to track what’s working. “I can see which content is actually getting used, like a one-pager we created for iGaming that’s been used in 19 different Accords and is getting engagement. Or a case study that’s been shared 29 times but isn’t being opened. That tells me we either need to refresh it or double down.”
One of the most rewarding parts for George is seeing reps take ownership. “When top-performing reps start getting demanding about where content lives or creating their own resources, that’s when you know it’s working,” says George. In fact, a few rep-created assets have since been adopted into SEON’s official marketing collateral.
On the integration front, George highlighted Accord’s role in simplifying data hygiene. Rather than having to update data in a bunch of different places, with Accord’s CMS data flows across HubSpot, Gong, and Accord, and reps can update it wherever they’re already working. “I don’t care if it’s Accord, Gong, or HubSpot — just drop it in wherever. I know it’ll sync,” George says. Accord also helps capture more contextual insights like pain points and priorities, which get passed directly to HubSpot for reporting and manager visibility. “It’s great for both adoption and accountability,” she adds.
And the results speak for themselves:
- Thoughtful engagement from reps: Instead of vague requests, reps now come to marketing with specific content ideas and feedback.
- Quality control: Teams ensure only the most up-to-date, approved assets are in circulation — and reps are guided on when to use each one, avoiding content overload.
- Visibility into usage: George can track which assets are being used (or ignored), helping prioritize updates and flag high-performing content.
- Improved sales outcomes: SEON has seen measurable gains in win rates and shorter sales cycles, thanks to better-aligned content and smoother execution.
This level of automation and visibility has transformed how SEON enables its GTM teams, with Accord’s CMS acting as the connective tissue across tools, teams, and processes.
Closing thoughts
George summed up her experience with Accord simply: “I’ve never worked with a business that develops this fast. I speak to our CSM every other week, and he’s incredible. I’ll share suggestions that would help SEON, and many times, they actually make it onto the roadmap. He also keeps me updated on new features and how they’ll benefit our team.”
That level of responsiveness isn’t accidental — it reflects Accord’s commitment to staying connected to customer needs. The team is doubling down on simplicity and user-friendliness from both the admin and frontline perspective, aiming to deliver fewer, more impactful, solutions.
“A great example of how we think about innovation is building directly into the workflow,” said Ross Rich, Accord’s CEO. “At Accord, the question we always come back to is: How do we make this simpler—and help teams move faster? Whether that’s recommending the right stakeholders to involve in a deal or surfacing relevant content at just the right time, it’s all about giving reps what they need to accelerate deal velocity.”
With investments in AI, smarter automation, and intentional partnerships, Accord is making sure every part of the stack drives real outcomes, without adding complexity or slowing teams down.
