Champion’s Spotlight

Get to Know Kris Catterall

Director, Marketing Operations, HealthEdge



Meet Kris Catterall, a dynamic trailblazer in the world of Account-Based Marketing (ABM) at HealthEdge, a company that offers groundbreaking Core Administrative Processing Systems in healthcare. Kris’s ABM journey is a testament to his passion for innovation and leadership, which have set him apart in the industry.

In 2020, when Kris joined HealthEdge, he took charge of their ABM program that was built around the Engagio platform at the time. Soon after, Engagio was acquired by Demandbase, and Kris dug into the expanded offerings of the platform and was able to take their ABM efforts to new heights. His strategic approach led to measurable wins, which included:

  • Increased engagement
  • Enhanced visibility into account journeys
  • Dynamic reporting that significantly boosted sales productivity

Kris’s story doesn’t end with these achievements alone. He has now earned the title of Demandbase Champion, an accolade that celebrates his expertise, accomplishments, and his ability to take intelligent and smart calculated risks. Aspiring ABM enthusiasts will find inspiration in his advice: to embrace experimentation and risk-taking, as fast failures pave the way to future success, fueled by an unyielding commitment to learning.

Want to know more about Demandbase Champion Kris Catterall? Dive into the full interview and unlock the secrets to successful ABM.

Demandbase: Can you share a bit about HealthEdge and any unique challenges you have running an ABM program there?

Kris: HealthEdge was founded in 2004 with the mission of delivering a next-generation Core Administrative Processing System. We experienced rapid growth and acquisitions, which brought about data challenges as we integrated with three new companies following our acquisition by Blackstone. Our industry, focusing on health plans, presents unique complexities as we deal with regional plans versus national plans, all while providing almost all 1:1 support to our customers. Selling to insurance companies in a small market with varying needs can be extremely complex, but we strive to understand and cater to each customer’s uniqueness.

HealthEdge faced the challenge of marketing to insurance companies, including national and regional insurers with unique needs. Tailoring outreach and personalizing marketing required merging data from three acquired companies, making it a complex task. Kris Catterall’s determination and skill helped them succeed, delivering personalized ABM strategies that resonated with each insurer. As a Demandbase Champion, Kris’s adaptability and excellence inspired others in the dynamic world of Account-Based Marketing.

Demandbase: How did you hear about Demandbase? Was your company already using ABM technology when you came on board or did you help to bring in the technology?

Kris: I had heard about ABM and Demandbase way back in the day when I attended an event in Boston (I’m guessing 2018ish?), but never had the opportunity to work with the platform. When I joined HealthEdge in early 2020, they were using Engagio, which became one of my favorite tools to use. Shortly after Demandbase acquired Engagio, I like to say the rest has been history. I also had experience with Terminus, and after my own evaluation, the account support from Demandbase won me over.

Demandbase: Why did you apply to be a champion?

Kris: I was actually encouraged to apply by my Marketing Ops team. Over the past year or more, I have been adamant that they invest in themselves and get certified in different platforms (Marketo, Demandbase, etc.). When we heard about the Champions program, they gave me the “it’s your turn now speech,” so I took a dose of my own medicine and applied! I was even asked to present at Forrester and couldn’t resist saying yes.

Demandbase: What have been the highlights of your career?

Kris: Some of the highlights of my career include becoming Marketo Certified and achieving Demandbase Champion status. In addition, with the help of my awesome team, we successfully onboarded and implemented three new vendors (Bynder, Drift, Uberflip) and built a new multi-product lead scoring model within a year. Despite the challenges of consolidating three websites and expanding to three products, we managed to execute the new scoring model while still generating leads.

Demandbase: What do you like most about your current role?

Kris: I love my position within the organization as the ABM lead. I’m at the focal point, interacting with various stakeholders, including Product Marketing, Product Management, Marketing, and Sales/Business Development Reps (BDRs). I’m also starting to work more with the Customer Success Manager (CSM) team. Being in this position means I can also help my direct reports gain visibility and opportunities to grow. I love being a manager and contributing to other people’s growth.

Demandbase: Where do you want to grow from here?

Kris: As my organization continues to grow, I’d like to encourage the Leadership to consider building out a Revenue Operations function. As it stands now, we have a number of different ops-focused personnel across departments that don’t share a cohesive vision.

Demandbase: Any advice for others who aspire to be an ABM superstar?

Kris: Don’t be afraid to take chances and try new things! I’m very rarely right the first, second, or third time. Don’t be afraid to fail, just fail fast and move on to the next.

Demandbase: What interests do you have outside of work? What do you do to reduce stress?

Kris: The majority of my time outside of work is spent with my wife and three young daughters: Leila (4), Matilda (2), and Nadia (3 months). When I’m able to, I love to golf, watch Formula 1, or spend time in my makeshift racing simulator. We also have a dog, Eleanor, a rescue mix who adds joy to our family, and you guessed it, she’s female too!

Demandbase: What is something unique and unexpected about you?

Kris: I reached the pinnacle of my golf career 7 years ago with a hole-in-one. It was an unexpected and exhilarating moment.

Demandbase: What is your superpower? Or said another way, what aspect of your personality helps you be most successful in your job?

Kris: I’d like to think it’s patience. As an ops professional, it’s easy for some of our internal stakeholders or marketing team members to get lost in all the technology and data we have access to. I’ve found that taking time to work through things with people to help them understand, or empower them with the tools and knowledge to self-serve has a whole host of positive impacts.

Demandbase: Is there anything you want to add or highlight about your ABM program, your success, and how Demandbase is helping you?

Kris: Absolutely! In addition to the benefits mentioned, Demandbase has been instrumental in increasing our pipeline and revenue from target accounts, driving awareness through account-based advertising, and scaling account-based programs with automation across martech and revtech channels. It has also significantly aided our salespeople in prospecting and closing business faster, contributing to the overall success of our ABM strategy.

Interested in becoming a Demandbase Champion?

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