How do you turn ABM from a promising idea into a growth engine that sales and marketing both believe in? In this session, VodafoneZiggo’s ABM leads Susan and Eva take you behind the scenes of their journey to build, launch and scale an integrated ABM programme that’s embedded in the B2B Large Enterprise commercial strategy. They will share how they brought sales and marketing together, what worked in practice, where things went wrong, and which lessons shaped their approach along the way. Expect an honest, practical story with real results and useful takeaways for every stage of ABM maturity. With a focus on Strategic and Cluster ABM. Whether you are just starting out or looking to sharpen an existing programme,
this session will give you inspiration, tools and shared confidence to make ABM work in the real world.

In this session you will learn

• How VodafoneZiggo built and scaled an integrated ABM programme
• How to win internal buy-in when ABM is still new or misunderstood and make it a shared way of working
•  Practical lessons from real successes, failures and messy realities

Key session takeaway

ABM only works when it becomes a shared growth program between sales and marketing — built on focus, trust, real account insight and the flexibility to learn as you go.