In today’s volatile B2B landscape, resilient growth demands more than strong tactics - it requires aligning ABM and Deal Based Marketing (DBM) to create true customer-centricity. By uniting account strategy and deal strategy, teams gain deeper client insight, respond with greater precision, and act cohesively in delivering value that stands out even under price pressure or shifting buying dynamics.

But resilience is also human. Marketing and sales teams need the mindset and confidence to navigate setbacks, collaborate across functions, and proactively shape outcomes. Personal resilience enables them to adapt, learn, and remain motivated, even when deals fall through or obstacles arise.

AI then becomes an enabler by automating manual tasks and uncovering insights which people can build on and focus where it matters most: building trust, deepening relationships, and driving impact.

This session will show how NTT DATA’ s integrated ABM and DBM approaches ensure cohesion, strengthen teams, and unlock sustainable growth in uncertain times.