Ep. 547 | ABM without the buzzwords: A real-world GTM playbook

Episode Summary

In this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.

She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela’s hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption.

If you’re looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice.

Key Takeaways

• ABM Surfaces Everything:
   Account-based strategies expose every operational weakness—data silos, unclear accountability, or misaligned teams. But if addressed early, they lead to better GTM alignment and faster deal velocity.
• Reframe ABM as a Strategy:
   ABM isn’t a campaign or a tech tool—it’s a company-wide approach to relationship building. Angie’s team embraced a tiered model (1:1, 1:few, 1:many) and shifted toward lifecycle-based engagement.
• Get Scrappy with Data:
   With limited resources, Angela built centralized dashboards using Google Sheets and manual inputs—creating a shared source of truth across sales and marketing.
• Co-Ownership with Sales:
   Alignment means co-creating everything from account selection to success metrics. Dashboards, engagement trackers, and real-time sales alerts made collaboration a practice, not a one-time effort.
• Lead with Progress, Not Just Revenue:
   Revenue is a lagging indicator. Angela focuses on buying group engagement, deal progression, and pipeline influence to maintain momentum and build trust.
• ABM ≠ Just Marketing:
   Angela avoids jargon and explains ABM through real-world examples that resonate with sales, leadership, and marketing alike. Her redefinition of ABM makes it feel like a growth strategy for the entire business.

Quotes

“ABM doesn’t just require operational alignment—it forces it.”

Best moments 

• 00:30 – From South Dakota gymnast to GTM leader: Angie’s journey.
• 04:00 – How ABM surfaces internal misalignments and drives cross-functional clarity.
• 07:00 – Evolving ABM from campaign-based to lifecycle-based strategy.
• 08:40 – Scrappy ABM: Centralizing fragmented data without overhauling tech.
• 11:00 – Aligning marketing and sales through shared metrics and processes.
• 13:30 – Redefining ABM and earning internal buy-in with relatable use cases.
• 15:30 – Balancing speed with long-term data discipline.

Tech recommendations

• Perplexity
  
• Claude
  
• HubSpot (for its rapid evolution and product breadth)

Resource recommendations

Podcasts:

• Talking Shop by Kelly Hopping – GTM alignment and real-world marketing challenges
  
• Prof G Pod by Scott Galloway – Sharp insights on business, tech, and leadership

Newsletter:

• Marketoonist by Tom Fishburne – Humorous yet insightful takes on marketing absurdities

About the guest

Angela (Bruns) Herlihy is a seasoned B2B marketing leader with a rare blend of technical expertise and strategic insight. Currently at DoubleVerify, Angela has built and scaled a full-stack marketing operations function covering everything from campaign management and analytics to website strategy and ABM.

Her career spans roles in market research, database marketing, and marketing operations at companies including Gartner Digital Markets and LaserSpine Institute. Angela’s work has influenced demand gen, reviewer acquisition, and full-funnel ABM strategy. She’s known for her ability to scale marketing functions from scratch, align cross-functional teams, and drive operational efficiency with measurable impact.

Angela brings a unique mix of grit, precision, and vision to her work—skills rooted in her background as a competitive gymnast.

Connect with Angie.