As AI increasingly automates the execution and measurement of marketing activities, the skills that create the greatest value in ABM are shifting. Success is no longer defined solely by campaigns, engagement metrics, or click-through rates. Instead, it is being measured by the strength of internal relationships, the ability to navigate complex account environments, and the contribution ABM can make to revenue growth.

Drawing on experiences from leading EY's Global ABM team, Gabriella Sellers will share in a fireside chat with Cat Dutton,  Vice President, Global Growth Marketing, Pega, why she believes the next generation of ABM talent may come from sales, business development, or client-facing roles rather than traditional marketing backgrounds. Through practical examples, she will demonstrate how a relationship-first mindset, commercial curiosity, and a focus on "following the money" can transform ABM from a support function into a growth engine.

In this session you will learn:

• How EY's global team drives measurable impact with limited dedicated budget by applying a philosophy of marginal gains, smart prioritisation, and a deep understanding of client needs.

Key session takeaway

• Why commercial instinct matters more than ABM experience, AI tools, or budget