We’re excited to feature Adedamola Adeleke, Europe North Marketing Lead at TXOne Networks, in our Amazing Speaker Interview series for The MarTech Summit London 2025. With over a decade of experience in B2B marketing, Adedamola has built and scaled field marketing functions for high-growth tech companies across global markets. Known for aligning marketing and sales through ABM, partner channels, and precision metrics, he brings a strategic, systems-based mindset to every stage of the funnel. His insights on operational alignment, intent data, and revenue impact offer practical inspiration for modern marketing leaders navigating today’s attention-challenged landscape.
About TXOne Networks
TXOne Networks is a global leader in industrial cybersecurity, providing cutting-edge solutions to safeguard critical infrastructure and operational technology (OT) environments. With a focus on securing the convergence of IT and OT, TXOne offers real-time threat detection, risk management, and compliance tools tailored to the unique demands of industrial networks. As digital transformation accelerates in manufacturing and critical systems, TXOne empowers organisations to defend against emerging threats and maintain operational resilience.
Quick Q&A with Adedamola Adeleke
Could you please give us a quick introduction of yourself?
I’ve been lucky to have always been in B2B marketing, starting agency side before moving in-house. I enjoy helping tech brands scale globally, crossing the chasm to the early majority through programmatic field marketing. I have a background in manufacturing and like to pick apart ecosystems, understand the system dynamics and what levers can be pushed/pulled to effect desired change. I’ve found that very useful as we operate internally at the intersection of product, sales and marketing, as well as externally between prospects, customers, press, analysts, etc.
Why did you choose to participate in The MarTech Summit London?
The themes are super relevant. With increasing economic and social pressures, marketing has never had to get tighter on ROI and meaningful engagement. Attention spans are a lot smaller nowadays, and spamming your way to the front will only get you so far. There is also more marketing data and technology available than you can shake a stick at. A forum that can provide practical advice for marketing professionals to block out the noise and hone in on the most efficient path to value is pertinent.
Which metrics or shared KPIs have you found most effective in aligning sales and marketing toward the same revenue goals?
I find the magic happens when enterprise marketing and sales teams align on account/rep and persona/account engaged. Simply put, the more named accounts and business stakeholders within these named accounts, the more we engage, the better for our sales team. This keeps us all focused on colouring in the same map together with minimal wastage and ensures that no reps are left out. It also allows us to set clearer targets (individually and at a campaign level) and also derive more value from actual intent (e.g a demo request) and assumed intent (e.g lead scoring). Finally, it also means that deals are more likely to close and have bigger average contract values due to the broader base of stakeholders that have been consistently engaged over time. It’s a win-win for everybody.
What’s a common misconception marketers have about sales, and how can a mindset shift bridge that gap?
“It’s our way vs their way” – it’s an oldie but a goodie. All we care about are impressions and mqls, and all they care about is SQLs and pipeline. The bigger picture is that we are all trying to move accounts (and business stakeholders within) from unengaged to customer/advocate. Shifting the mindset to the bigger picture allows us all to focus on how the various actions in our control contribute to the collective stakeholder and account engagement pursuit. It’s the same principle in Ben Hunt-Davis’ “Will it make the boat go faster?”. Start with collective goals and metrics.
What skills or traits should modern marketing leaders develop to be true partners to sales, not just a support function?
Empathy. I think we could all spend a bit more time trying to understand what’s in it for the other person. Internally and externally, there’s plenty of opportunity to go further together. Casing point, how can a case study really benefit the advocate at our customer account? How would a marketing operations process or martech implementation really implement those driving engagement in the field? Where are our reps winning and where are they struggling? Do we really know how we can influence those results? Are we really prepared to peel the layers back on that onion with them? These are just some of the tough questions we need to ask ourselves in order to be more collaborative leaders and team members.
Adedamola’s clear-eyed approach to demand generation, account engagement, and sales-marketing alignment shows that modern marketing is not just about tactics—it’s about shared goals, empathy, and long-term value. His reflections challenge marketers to rethink their role as collaborative growth partners. We’re looking forward to his contributions at The MarTech Summit London 2025, where he will help shape conversations around ROI-focused engagement and smarter go-to-market strategies.
The MarTech Summit London – The 5th Edition EMEA Flagship
Join us on 12 & 13 November 2025 at Convene, 155 Bishopsgate! We’re back with the flagship 5th annual edition of The MarTech Summit London, set to welcome 500+ attendees. With a powerful format featuring 3 focused stages over 2 dynamic days, this year’s summit is designed to fuel both strategic vision and tactical execution. Whether you specialise in B2B, B2C, or both – this is your destination for MarTech leadership.
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Last updated: September 2025
