B2B marketing and ABM leaders face mounting pressure from the C-Suite to prove ROI and justify spend, especially as budgets shrink and everyone's being asked to do more with less. It’s not enough to run great plays—marketers need to communicate ABM’s impact in business language that resonates with executives while staying aligned with sales team objectives.

This panel explores how leading practitioners secure C-Suite buy-in, build credibility through measurement, and break down silos across GTM teams. We go beyond theory to share practical stories, lessons learnt, and strategies that help ABM leaders secure funding, prove value, and scale programmes sustainably.

This panel brings together practitioners who've navigated these exact challenges. You'll hear them cover key themes across:

• Earning C-suite buy-in: Success with ABM depends on more than sales alignment; it requires the support of CFOs, CMOs, and CEOs. Explore how to frame ABM in executive language that connects directly to revenue growth, risk mitigation, and business priorities
   
• Measurement as the currency of trust: Measurement has become the proof point for ABM’s value. Learn how metrics have evolved over the last three years, how AI is helping translate complex engagement data into business outcomes, and why clear reporting builds credibility with leadership
   
• Breaking down silos: ABM fails when teams, data, and messaging are disconnected. Focus on practical ways to unify sales, marketing, operations, and leadership around shared targets, coordinated plays, and transparent reporting to sustain long-term alignment.