ABM falls apart fast when teams jump in before locking down who they’re chasing, why it matters, and how it’s all supposed to run. Sales pushes one list, marketing builds another, and no one agrees on who actually matters. No shared ICP? No clean data? Well, no chance. You need a strategy.
Guest host Jon Russo (B2B Fusion) corrals Heidi Bullock (Tealium), Patti Newcomer (Centerbase), and Bindu Chellappan (Corpay) for a breakdown of how they’re keeping their ABM engines running clean. Think pods with purpose, seller-first workflows, and data that matters.
In this episode:
- Heidi on running pods that bring marketing, sales, and CS into one motion
- Patti on aligning across the funnel and why ABM needs ownership
- Bindu on activating firmographic and intent data with shared definitions
Plus:
- Where alignment really starts
- Why trust beats tech every time
- How AI is speeding up the grunt work without losing the signal
- The metrics that actually tell you it’s working
Tune in to learn about what breaks ABM, what fixes it, and how to keep teams pulling in the same direction.