Session Overview:
Growth expectations in 2025 are relentless across all revenue functions. Budgets are constrained, markets are uncertain, yet the demand to deliver pipeline and revenue has never been greater. "Doing more with less" is the daily reality for marketing, sales, and customer success leaders who must now speak the language of the boardroom and prove commercial impact.

This opening keynote confronts the transformation every go-to-market leader faces: evolving from functional specialist to commercial leader who drives measurable business outcomes—or risk becoming disconnected from strategic growth decisions.

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

Take outs

For Marketing Leaders: Transform from campaign managers to strategic business partners
For Sales Leaders: Leverage ABM for complex buying group orchestration and account expansion
For Customer Success: Apply ABM principles to drive retention, growth, and advocacy
For Business Leaders: Understand how ABM unifies revenue functions around customer-centric growth