If leadership can’t see the value of your ABM programme through a clear data story, they won't defend your budget. The reality? Most ABM data breaks down the moment a multi-stakeholder buying group enters a complex, non-linear journey. Fragmented intent signals and disconnected CRM reports leave Marketing, Sales, and RevOps arguing over disparate numbers rather than acting on shared intelligence.

In this session, Modern’s CEO and Principal of Digital & Technology pull back the curtain on how organisations can unify fragmented signals into a single, trusted account view. Taking a practical approach, you will learn how to transform chaotic touchpoints into a cohesive narrative that aligns revenue teams, proves pipeline impact, and secures executive confidence.

In this session you'll learn:

• Decoding the Non-Linear Funnel: Map and make sense of complex, multi-buyer account movements without getting lost in signal noise.
• Building a Single Source of Truth: Bridge the gap between Marketing, Sales, and Ops by turning siloed ABM data into a shared evidence base for decision-making.
• Defending Your Budget with Data: Construct compelling data narratives that clearly link account-level engagement to commercial value and future pipeline growth.

Key session learning

Learn how to unify fragmented data into a single, trusted account view, helping revenue teams turn complex buying journeys into a clear narrative that proves pipeline impact and secures executive confidence.