The short answer
In 2025 Codax trained the marketing team, the revenue operations team and the head of marketing and growth at Deloitte Maldives and Sri Lanka on account-based marketing. The session, led by Codax Founder Dineth Ratnayake, covered the modern martech stack, signal-based marketing and how the B2B buyer journey has changed now that buyers research with AI.
Key takeaways
- Codax led account-based marketing training for Deloitte Maldives and Sri Lanka in 2025.
- The marketing team, the revenue operations team and the head of marketing and growth took part.
- The programme covered the martech stack, signal-based marketing and the AI-era B2B buyer journey.
- The focus was practical: how internal teams read signals and work one account list together.
What was the training?
Codax ran an account-based marketing training programme for the internal teams at Deloitte Maldives and Sri Lanka. It was led by Dineth Ratnayake, Founder of Codax, and built around one question: how does a firm win the accounts that matter when buyers do most of their research before they ever speak to anyone?
The audience was the people who run growth inside the firm. The marketing team, the revenue operations team and the head of marketing and growth worked through the material together, so the session ended with one shared way of working rather than three separate ones.
- The marketing team
- The revenue operations team
- The head of marketing and growth
Why account-based marketing, and why now?
Professional services firms sell to a known set of organisations, and each decision is made by a group, not a person. Account-based marketing treats each of those organisations as a market of one: the right people, the right message and the right moment, coordinated across marketing and sales.
What has changed is how buyers get to a shortlist. They research on their own, ask AI tools for recommendations and compare firms long before a first meeting. That makes the signals a firm can read, and how quickly it acts on them, the difference between being on the shortlist and never hearing about the deal.
What did the session cover?
The programme, module by module
The B2B buyer journey with AI
How buying groups research, compare and shortlist today, and where AI answers now sit in that journey.
Signal-based marketing
Reading intent, engagement and relationship signals, and deciding which accounts to prioritise from them.
The martech stack
What each layer does, from CRM and enrichment to intent data, automation and analytics, and how they connect.
Accounts and buying committees
Building the account list with the business, and mapping every role that influences a decision.
One plan across channels
Running content, events, outreach and advertising against the same accounts, instead of channel by channel.
Measuring by account
Engaged accounts, qualified opportunities and pipeline as the shared numbers for marketing and revenue operations.
Signal-based marketing in practice
The core of the day was signal-based marketing, the approach Codax uses in its own engagements. Instead of starting from a campaign calendar, the teams started from the signals already available to them: which organisations were engaging, which relationships were active and which topics buyers were researching. From there, the account list and the plan follow.
The revenue operations team looked at the same material from the systems side: how those signals are captured in the CRM, how an engaged account is defined, and how a positive signal reaches the right partner quickly. That is where most account-based programmes succeed or fail, so it got as much time as the strategy.
What does this mean for Codax?
Training the internal teams of a global professional services firm is a different job from running a client's growth department, and it draws on the same method. The account list, the signals and the shared definitions are what Codax builds for every client, described in full on How we work.
For more on how account-based work changes when a business is built on relationships and reputation, read brand and events for large enterprises.
Questions and answers
Who led the Deloitte account-based marketing training?
The training was led by Dineth Ratnayake, Founder of Codax.
Which Deloitte teams took part?
The marketing team, the revenue operations team and the head of marketing and growth at Deloitte Maldives and Sri Lanka.
What is signal-based marketing?
Signal-based marketing decides which accounts to prioritise, and what to say to them, from the signals a firm can read: intent, engagement and relationship activity. It is the basis of the Signal-Based ABM model Codax uses with its clients.
Does Codax run training for other organisations?
Yes. Codax runs training and workshops for internal teams alongside its growth department engagements. Contact info@codax.online to discuss a programme.
