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Let’s talk ABM
63. Building relationships with ABM | PwC
Mar 8, 2024
Rhiannon Blackwell, ABM Leader at PwC, discusses starting an ABM program from scratch, achieving Sales and Marketing alignment, the importance of personalization for ABM success, and how to measure ABM success. They also explore refining ABM strategies, client relationship building, and the challenges of defining and navigating ABM initiatives.
33:45
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Quick takeaways
- Importance of aligning vision and objectives for successful ABM program initiation.
- Focus on personalized value delivery and continuous learning for scaling ABM program.
Deep dives
Challenges in Starting ABM at PwC
Starting ABM at PwC posed initial challenges in aligning expectations and objectives for the program. Resetting expectations around ABM amidst differing understandings of the strategy was crucial. The focus was on aligning a single vision and objectives across marketing and the business, emphasizing a test-and-learn approach while gaining stakeholder buy-in.
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