In today’s business environment, ABM cannot operate in a silo. Organisations that achieve real alignment between ABM and commercial teams consistently see stronger pipeline quality, higher win rates, and deeper customer relationships. This session offers a practical roadmap to achieving that alignment through steps that have repeatedly improved performance.

Drawing on her experience leading  ABM at NTT DATA and Merck, Lisa Ocharo will highlight the patterns that repeatedly stalled progress and what it took to overcome them.

You’ll learn:

• Why alignment still fails even in mature organisations: Learn the real reasons alignment breaks down, even in companies that believe they already have ABM in place. Learn about the organisational and behavioural barriers that keep teams out of sync, the assumptions each side makes about the other, and the gap between looking collaborative and actually sharing ownership.
   
• The psychology of buy‐in: Getting sales and commercial teams to commit to ABM takes more than frameworks or dashboards. Explore what commercial teams need to see, hear, and experience before they truly get behind ABM, and how to shift the dynamic from a marketing‐driven push to a commercially driven pull
   
• Practical frameworks for securing commitment: Proven approaches used to embed ABM into the everyday rhythm of a commercial organization including co‐designing programs with sales instead of delivering them to sales, aligning on account selection in ways that build confidence, and creating shared success metrics that reflect how revenue is actually generated. ABM becomes far more effective when it’s woven into existing commercial routines such as QBRs, pipeline reviews, account planning.

What is the one key take away for attendees?

• A practical roadmap to improved alignment and better performance.