A homegrown nine-block scoring model, run in Excel by one VP of Enterprise Sales, became the foundation for AMAROK's account strategy inside Salesforce. Drew Leppert and Ryley Cole on turning a spreadsheet into a shared way of working.
AMAROK's account management practices were spread across Excel, PowerPoint, shared files, and notes in Salesforce. Each national account director worked differently, so alignment was hard to reach even in quarterly reviews, and Salesforce itself sat underused outside basic activity tracking.
Drew Leppert's nine-block Excel scoring model was co-created into ARPEDIO's Account-Based Selling Framework inside Salesforce, expanded to 10 areas. Salesforce interactions rose more than 50%, and account reviews shifted from reporting exercises into collaborative strategy discussions.
AMAROK, a U.S.-based leader in electrified fencing solutions, serves more than 30 industries and manages over one hundred national accounts. Its vision is direct: to be the ultimate perimeter security company in North America. Reaching it depends less on the product and more on the ability to grow, retain, and strengthen relationships with the accounts that matter most, in a highly competitive market.
Until recently, that discipline lived in fragments. Excel spreadsheets, PowerPoint decks, shared files, and notes in Salesforce, with each national account director working their own way. Alignment was hard to reach even in quarterly reviews. Data sat in silos, often invisible to the stakeholders who needed it. Coaching and governance fell back on individual management habits, and Salesforce itself stayed underutilized outside basic activity tracking.
The gap wasn't ambition. AMAROK's leadership already ran a disciplined approach to its largest accounts. What was missing was a single system to make that discipline visible and repeatable at scale.
"Between PowerPoint, shared files and Salesforce, it was very difficult to get everybody on the same page. Without a standard platform where we're all jumping off on the same point, it's very difficult to set a strategy that's consistent across accounts."
The turning point came in early 2025. Leppert had been running a nine-block assessment matrix in Excel, scoring accounts on target potential, stakeholder coverage, and strategic fit. It worked in principle. It wasn't manageable at scale. The question that followed became the catalyst for AMAROK's work with ARPEDIO: could this homegrown framework live directly inside Salesforce, as a single source of truth for scoring and heat mapping as new accounts were added every year?
Together, AMAROK and ARPEDIO reverse-engineered the Excel model into ARPEDIO's Account-Based Selling Framework, expanded to 10 areas: seven reviewed weekly or bi-weekly, three reserved for deeper monthly or quarterly reviews. Weekly and bi-weekly review cadences gave the process rhythm. A governance model and playbook, built jointly, gave leaders and account managers one consistent way of working. Onboarding strengthened too, once ARPEDIO was integrated into AMAROK's existing training platform, so new hires could learn and practice the approach from day one.
What mattered to AMAROK was that their own way of working wasn't discarded. It became the foundation for something more scalable, transparent, and collaborative.
"At first, I wasn't sure what to expect. I had never worked with a tool quite like ARPEDIO before. But it quickly became intuitive — a consistent playbook for the team. I got really excited about the data living there and the possibilities for driving strategy."
"ARPEDIO is the account-based selling expert that work with us, not at us. There's a lot of tools out there, but they've delivered on everything we needed. The co-creation of our nine-block model into ARPEDIO is the best example of that."
The choice for AMAROK wasn't between spreadsheets and a new tool. It was between forcing a homegrown methodology to fit software built for someone else's account structure, or building the model into Salesforce alongside the team that had lived it for years.
Scoring accounts together, instead of in isolation, changed what the reviews were for. Everyone got a say, gaps that used to stay hidden now surfaced on their own, and any drop in a score triggered a conversation instead of an unanswered spreadsheet cell. That shift is what turned a co-created framework into a habit AMAROK's account teams run on daily.
Engagement inside Salesforce has risen by more than 50% since AMAROK implemented ARPEDIO's framework. What used to be a system for logging activities became a living hub for strategic account insights and cross-team collaboration. With ARPEDIO embedded directly as a tab on every account page, Salesforce is now the one-stop shop for account strategy rather than just a database.
"We've seen Salesforce interactions rise by more than 50% since implementing ARPEDIO — but more importantly, those interactions now tell us something meaningful."
Onboarding got faster and more consistent, too. New hires no longer interpret different manager styles from scattered resources; they work through a structured playbook and revisit training modules on demand, entering the organization speaking the same language as their peers.
The reach went beyond the sales team. Marketing now relies on ARPEDIO's scoring to identify which accounts fit account-based campaigns, with sales leaders participating directly in the selection. Sales Operations and Data teams have gained confidence in the data quality, using ARPEDIO outputs for their own reporting and analytics. Account management became a shared language across departments, not a sales-only discipline.
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