Let’s talk ABM 79. Scaling ABM from the Inside Out
Oct 9, 2025
Cristina Daroca, Senior Director at Riverbed Technology, specializes in aligning ABM and field marketing to boost revenue. She dives into how Riverbed narrowed its focus to 400 key accounts and the immense impact this had on their strategy. Cristina discusses effective collaboration among Sales, Marketing, and Customer Success, and how merging ABM with field marketing elevates engagement. She also highlights AI’s transformative role in account research and personalization, and shares insights on measuring success with leading KPIs and tailored programs.
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Company-Wide Account Focus Scales ABM
- Company-wide focus on a narrow account list turned broad demand gen into true ABM.
- Sales, product, and CS all became account-focused which amplified ABM effectiveness.
Communicate To Achieve Cross-Functional Alignment
- Educate and communicate constantly to align Sales, Marketing and CS around accounts.
- Share plans and support field activities so sellers trust and use marketing resources.
Build Marketing Plans From Seller Account Plans
- Use seller account plans as the foundation and build marketing plans that align to them.
- Keep lanes clear but integrate activities so Sales and Marketing execute a single account strategy.