How SEON scaled sales excellence with Accord

The company

SEON is the command center for real-time fraud prevention and AML compliance. Georgina Beard leads sales enablement at SEON with a unique challenge: make an entire sales organization execute at top-performer level while scaling through consecutive record-breaking quarters.

As SEON rapidly grew, Georgina understood a different approach to scaling would be beneficial, so she systematized what top performers did to help every rep execute at that level.

The challenge: scaling excellence

Georgina was tasked with driving consistent execution excellence across a growing sales org without adding enablement headcount.

The infrastructure brought some challenges.

• Content disorganization slowed deals. There was little visibility into what resonated with prospects or how content performed.
• Best practices weren’t broadly shared. The things top performers did differently weren't codified; there was no systematic way to capture winning behaviors.
• Tool sprawl made consistency challenging. "We can't expect reps to live in 4 different tools for small things," Georgina explains. Updates required changing content in multiple places.

As a result, Georgina's team was reactive and tasked with fixing individual deals instead of building systematic excellence.

The solution: execution intelligence built into the workflow

Georgina's goal wasn't to add another tool. It was to build execution intelligence directly into how reps worked.

"I’m a firm believer in meeting sellers where they are. We can't expect them to be seasoned marketers. I started my life as an SDR, and I know from direct experience."

Playbooks that prescribe winning behaviors

SEON built the winning motion into the system.

When a rep moves a deal to opportunity, Accord automatically loads the right playbook—mid-market, enterprise, specific verticals—with everything needed to win. Pre-call requirements like LinkedIn outreach and stakeholder research. Stage-specific actions with clear next steps. Mini resource hubs that filter down from 2,000+ assets to just what matters for that deal type.

When top performers discover effective tactics, those get codified into playbooks immediately. Georgina had one rep message her: "Copy everything from this Accord." They had 3-4 additional folders Georgina hadn't considered. "It was absolutely essential," she says. Those folders became standard practice team-wide.

"We can be prescriptive on content, make suggestions of what makes sense at each step, taking away that need for them to have internalized everything."

Intelligent content delivery at the moment of need

Reps don’t need to search through libraries. The system delivers the right content at the right moment.

Content suggestions appear contextually: "Share case studies here" surfaces relevant stories. Industry-specific content appears based on deal tags. When content changes, one click updates it across all active engagements. No chasing down reps using old materials.

Integrated data architecture that eliminates duplicate work

SEON connected Accord with HubSpot and Gong so execution data flows bidirectionally.

SPICED methodology fields exist in all three systems. "I don't care where you update it," Georgina explains. "If you're in Accord and remember a pain you hadn't identified before, throw it in, because I know it's going to update everywhere." She added, “'I looked in Accord and all my SPICED data was there—it was like magic.”

Execution scores automatically flow to HubSpot so managers see playbook adherence without manual reporting.

The promise to reps: Do your job well, and you'll never have to prove you did it.

The impact: systematic excellence at scale

Because the system made execution easier rather than adding work, adoption was immediate and enthusiastic.

• Team-wide execution standards: New policy: "If it's not an Accord link, you're not sharing it." This wasn't top-down enforcement—it was bottoms-up adoption because the system guaranteed current, on-brand content with full engagement tracking.
• Force multiplier for enablement: When SEON launched AML enhancements, Georgina created one playbook with training, FAQs, one-pagers, and talk tracks. Every rep had instant access. No calendar Tetris for training sessions. Monthly library reviews now take one hour. Event updates take three minutes. Marketing now requests uploads themselves: "That wasn't for me. That was a request from our marketing team—'we want everything in Accord.'"
• Sales execution intelligence: Reps don't need to remember what to share when—it's suggested at the right moment. Two buttons to add library content to engagements. Search by what matters (industry, product), not format (deck, one-pager). Real-time visibility into prospect engagement. Even their most admin-averse rep became a convert. He came to Georgina excited to share that a deal had gone quiet, but he could see the prospect had engaged with the Accord a few weeks later. He reached out, restarted the conversation, and moved the deal forward. 
• Business results: Breaking ARR records quarter after quarter. Successful major product launches across the sales team. Enablement scaled without adding headcount. Shift from "inspection-based" to "execution-based" management.

Georgina can see a case study used in 29 deals but with lower engagement, and can deduce that it’s time for a refresh. "We also saw that the content we'd shared wasn't being used," Georgina explains. "So even though we thought it was incredible, we could see that the team either didn't think it was valuable or didn't know how to use it." Content strategy is now driven by actual performance data, not assumptions.

What's next for SEON and Accord

The system continues to evolve based on what's working. Georgina regularly reviews content performance and adjusts the library based on actual usage patterns and engagement metrics.

The team has found that execution intelligence compounds over time. As more reps contribute their own winning tactics and content, the playbooks get stronger. "Giving people flexibility is never a bad thing," Georgina notes.

Advice for other revenue leaders

Georgina's recommendations for teams looking to scale execution excellence:

• Identify your most critical execution gaps. "What do you care about most from a data perspective? What are you asking reps to fill in that isn’t being filled in? The more places you can add data, the better."
• Build your content strategy around usage, not structure. "Tags are incredibly easy once you've got them. Work out how you want to tag things, and don't be afraid to over-tag because the more content you can put in front of people that's relevant to industry or product line is a game changer."
• Add prescriptive recommendations to playbook steps. "Make recommendations, because you'll see uptake in adoption if you give them a steer. We try not to be prescriptive to a fault—we don't want to say every customer should see this at this point. We try to be folder-based: share some case studies here, share this here."
• Share the ownership. "Think of your structure and share the load. We've had reps upload their own content into the library or playbooks, and it hasn't caused fires."

The outcome: Enablement that scales through intelligence, not headcount. Sales execution that's consistent because it's systematic. A revenue organization that gets better with every deal because learning is built into the workflow.

As Georgina puts it: "If I can keep up to date with a lean enablement function supporting a rapidly scaling sales team, that says quite a lot."