With Robert Norum, Propolis ABM & Demand Strategy Expert, B2B Marketing
In today’s high-pressure market, marketers must do more than generate leads—they must drive growth, influence strategy, and prove commercial impact. Discover why ABM is the Operating System for the Commercial Marketer, uniting sales, marketing, customer success, delivery, and partners around the customer. Learn how to orchestrate the specialised applications that run on this system, from Shift Left branding to Shift Right lifetime value. We’ll explore how Generative AI is the essential accelerator, transforming insight and personalisation to make this comprehensive approach scalable for the first time. The time for ABM to drive the business is now.
Key Takeaways
Discover why ABM is not a departmental tactic but the primary go-to-market strategy that transforms revenue professionals into Commercial Leaders. Learn the “shift left, shift right” framework that extends influence from early account engagement through post-sale expansion—requiring seamless collaboration between marketing, sales, and customer success. Explore partner-based ABM as an ecosystem multiplier and AI-powered insights that maintain human connection at scale.
Master the cross-functional approach that positions revenue teams as the unifying force your organisation needs. Walk away with a roadmap for becoming accountable for customer lifetime value—the strategic business partnership executives demand across all revenue functions
Key themes
- The Commercial Marketer Imperative: Why marketing professionals must prove business value, not just functional metrics
- The ABM Framework: How an account-based strategy naturally develop commercial leadership skills
- Shift Left Strategy: Early engagement through account-based branding before prospects are “in market”
- Shift Right Execution: Extending influence through sales cycles into post-sale expansion and advocacy
- Partner-Based ABM: Leveraging ecosystem relationships to amplify account penetration
- AI-Powered Scale: Using technology for deeper insights while maintaining authentic human connection
- Leadership Transformation: Practical steps to become the commercial leader your business demands
