Here’s what “alignment” looks like at most B2B companies: Marketing presents a quarterly readout to Sales. Sales nods politely. Both teams go back to optimizing for their own metrics. Three… Revenue Pods: Top GTM Teams Organize Around Buyers, Not Org Charts
Most companies believe they’re doing well in marketing because the numbers look promising. Revenue is increasing. The pipeline is healthy. Customer acquisition cost is stable. Foundation debt is a structural… The Foundation Debt: Success Doesn’t Mean You’re Doing It Right
It’s a big and well-known pain point for ABM teams: building scoring models that sales actually uses. Most get ignored. Marketing tweaks the thresholds, tries different data sources, nothing moves.… Contact-Level Intent Forced Me to Rethink Multi-Badge Account Scoring
In the past years, I’ve been a part of three 1:few ABM pilots trying to use automation and AI to scale. The three of them collapsed in less than a… AI ABM Content Strategy is about Personalization at scale, not more content
Everyone’s talking about ABM and Demand Gen converging, and they’re not wrong, but the naming isn’t right; because what they’re really describing is Demand Gen becoming Growth ABM: a scalable,… The New Demand Gen Is Growth ABM
I joined Influ2’s session with Dmitri Lisitski and it was great. So good that it deserved an article because I learned a lot. If you’ve been anywhere near ABM over… Contact-Level Intent Turns Signals into Meetings
Most B2B teams can explain who they’re after — their ICP. Many can describe how they plan to go to market.But when it’s time to tell Sales why now —… The Multi-Badge Account Qualification Model™ turns “Why Now?” into Revenue
Most B2B teams run one GTM (go-to-market) motion everywhere and hope it works. That’s how you end up “doing ABM” with a lead-gen mindset, or calling lead-gen “demand gen” because… Are you still applying a one-for-all GTM?
One of the biggest blind spots in ABM programs is also one of the simplest: job-changers. When someone steps into a new role — especially in leadership — they almost… ABM intent: 70% of Deals Start With Job-Changers
Companies discussing ABM usually focus on outbound marketing, landing new clients, and trying to win over enterprise accounts that haven’t expressed interest. That’s mistake number one. The first decision in… The ABM Target Account List (or why most programs fail before they start)
One of the main foundations of account-based work is ABM alignment. Alignment between marketing and sales, and also with operations. That’s the whole point: break the silos. Everyone looks at the… Jargon: a major enemy of ABM alignment
Artificial intelligence is shaking the ground under SaaS. The relationship between AI and SaaS is evolving rapidly: for years, SaaS companies thrived on the notion that if you wanted advanced technology, you… AI and SaaS: Why Account-Based GTM Is More Important Than Ever
In a recent conversation with Davis Potter on The ForgeX Files, Ashton Wright — a senior ABM leader at Salesforce and later at Slack — broke down what it takes for scaling ABM across two… Stop Copy-Pasting Demand Gen and Calling It ABM
In B2B marketing, ABM vs demand generation is not a thing. They are often framed as opposites: one focused on scale, the other on precision. That framing is misleading. As… ABM vs Demand Generation: bound to get along