ABM rarely fails because the strategy is wrong. It fails because the business never really owned it. Sales engages when it suits them. Leadership signs off, then moves on. ABM quietly stays "marketing's thing" right up until someone asks what it delivered.

This is a working session, not a presentation. You'll sit with people facing the same problem and work through it together: where alignment actually breaks down, why buy-in fades after the kick-off, and which battles are worth picking first.

Barbara Stewart works with global enterprises on buyer experience and buying-group dynamics. Her argument is blunt: internal fragmentation becomes buyer friction. Buyers experience one business; teams behave like several. Get the inside right and ABM starts pulling its weight.

Expect honest conversation, shared frustrations, and ideas swapped between peers who are dealing with this right now. You'll leave with something you can try on Monday, borrowed from someone in the same position as you.

Come with your own examples. Be ready to compare notes.

What will the audience learn?

• Where alignment actually breaks down, and why it's rarely a communication problem
• Practical ways others have got sales genuinely engaged, not just informed
• How to keep leadership committed after the initial sign-off
• Ways to handle scepticism without losing momentum
• One thing you can act on as soon as you're back at your desk

One key takeaway:

ABM doesn't get adopted through better communication, it gets adopted when ownership is explicit and shared.