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462: Building a Better ABM Motion
Manage episode 492528373 series 3559206
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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.
For full show notes and transcripts, visit https://renegademarketing.com/podcasts/
To learn more about CMO Huddles, visit https://cmohuddles.com/
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