London, UK – 27th August 2026 – B2B Marketing, in partnership with the Institute of Sales Professionals (ISP), is set to deliver a defining keynote at The Global ABM Conference 2026, challenging the traditional status quo of sales and marketing alignment.
The session, “The Go-To-Market Operating System: How ABM Puts the Customer at the Centre of Everything,” marks a pivotal shift in the industry’s approach to account-based growth. Moving beyond the tired “alignment” conversation, this keynote introduces a comprehensive operating model designed to unify the entire commercial engine – from marketing and sales to customer success and delivery – around a single, customer-led strategy.
Rob Marklove, Managing Director of ISP, said “true commercial growth happens when sales and marketing stop operating as separate functions and start working together around a shared understanding of the customer. The ISP’s partnership with B2B Marketing gives us a unique opportunity to bring both professional communities together, expose where expectations differ and create a practical blueprint for a genuinely customer-led commercial organisation.”
Redefining the ABM Strategy
For too long, ABM has been framed as a marketing methodology – a tactic to run campaigns against a target list. The Global ABM Conference keynote asserts that this framing is what holds B2B organizations back. Instead, the session posits that the most successful companies are shifting to a company-wide operating system, where AI moves from a disconnected tool to an integrated team member, and every role is deliberately designed to deliver a connected customer experience throughout the entire lifecycle.
Robert Norum, ABM & Demand Strategy Expert for Propolis from B2B Marketing, said “at last year’s Global ABM Conference I introduced the ABM operating system to break down silos across the business and focus on the entire customer lifecycle. Buyers now self-serve most of their journey and set the criteria before a supplier is ever invited in, quietly disintermediating sales from the decisions that matter most. With the ISP, we’re taking the next step: a go-to-market approach where marketing, sales, customer success and AI work together to engage accounts early and keep engaging them right through to building long-term relationships.”
Event Details
- Event: The Global ABM Conference 2026
- Date: 4th November 2026
- Location: Convene, 133 Houndsditch, London
- Register: Join us at The Global ABM Conference 2026
Attendees will leave the session with more than a framework; they will be equipped with a concrete point of view on how to bridge the gap between intent and structure, ensuring their organization is built to thrive in the next era of account-based growth.
About B2B Marketing
B2B Marketing is the leading source of intelligence, insight, and expertise for the B2B marketing community. Through Propolis, our expert-led intelligence platform, we blend human insight with AI-powered tools to help B2B marketers build commercially powerful strategies and drive measurable revenue growth.
About The Institute of Sales Professionals (ISP)
The Institute of Sales Professionals (ISP) is the professional body for sales. We exist to promote professional selling, drive business growth, and elevate the standards of the sales profession globally. Through our memberships, training, and qualifications, we support sales professionals at every stage of their career journey.
Media Contact
- Chloe Saunders
- [email protected]
