ABM must deliver a consistent global approach while granting local teams the flexibility to respond to  market requirements. This session explains how to design and operate an ABM engine that delivers  reliable, scalable outcomes across a multinational organization to drive account growth, even in  uncertainty. 
 
Key points: 

• Global consistency drives measurable outcomes: a unified framework and clearly defined standards on terminology, account selection and data enable comparable metrics, anchors alignment and scales governance across regions. 
• Local flexibility accelerates impact through regional nuances such as messaging, channels, tactics and timing without breaking the global model. 

 
I’ll share some of my experiences running global ABM initiatives in very flexible and also very rigid set  ups and some of the lessons learned. You’ll hear about what matters for a scaleable and relevant  ABM approach: enough consistency to strengthen alignment and measurement, plus some level of  flexibility so ABMers can focus on customer priorities and build meaningful relationships. Expect  actionable guidance, a compact Center of Excellence model, and a one-question test to audit your  program: “What must be global, and what can be local to cut the noise?”