There’s no shortage of ABM frameworks, canvases, and buzzwords. What’s missing is the impact inside real strategic accounts.

In this session, we unpack why many ABM programs stall at campaigns, content, and technology stacks — and how to redesign them around what actually drives results: account-team ownership, value co-creation, and customer outcomes.

Drawing on field-tested work with strategic and key accounts, we challenge tech-first and marketing-only thinking and reframe ABM as a customer-led, team-enabled operating model.

You’ll learn how to move ABM from tactical messaging to a visible driver of growth, loyalty, and defensibility — where the SAM/KAM orchestrates, marketing amplifies, and every action is anchored in the customer’s business and journey.