For years we've treated ABM as a marketing discipline - a better way to run campaigns against a target list. That framing is now the thing holding B2B back. The most successful organisations have stopped thinking about ABM as something marketing does and started building their entire go-to-market around it: one customer-led operating model that puts the customer at the heart of every decision, across the whole lifecycle - not just up to the deal, but through onboarding, delivery, success and advocacy.

Building on last year's keynote of ABM as the operating system for the commercial marketer, this keynote makes the leap from methodology to company-wide strategy - and, for the first time, brings sales into the room to prove it. We've partnered with the Institute of Sales Professionals to run parallel research across the Propolis marketing community and the ISP's sales membership, asking both sides the same questions about early engagement, buying groups, major bids, the channel, and the growth that's won or lost after the sale. The answers reveal where sales and marketing already agree - and where their hidden disconnects are quietly costing growth.

But knowing what to do isn't the same as being built to do it. The hardest question in B2B right now isn't strategy, it's structure: as AI moves from tool to team member, what does a customer-led go-to-market organisation actually look like? Which roles sit in sales, which in marketing, which in customer success and delivery, which become shared, and which belong to AI? A connected customer experience only works when every team that touches the account is part of the same operating model. This session sets out a concrete point of view on the team of the future - and the combined thinking leaders must do now to design it.

Join us to leave with:

●        A go-to-market operating model, not another alignment framework - ABM as the optimal customer-led strategy for the whole B2B organisation, across the entire lifecycle.
●        The sales-and-marketing research, side by side - where the two functions agree, where they diverge, and what that gap is costing you.
●        A practical blueprint for the customer-led, AI-enabled team, and the concrete recommendations to start building it now.