In this session, Rochelle McCord (BD) and Luisa Wegmueller (Roche) share practical, front‑line lessons on implementing Account‑Based Marketing in complex, highly regulated B2B environments.
Through a conversational storytelling format, they walk through the three biggest barriers marketers face: securing approval for AI‑powered tools, shifting from vanity metrics to ROI‑oriented measurement, and overcoming sales–marketing silos.

Participants will walk away with actionable insights on:

• How to navigate compliance and internal approvals for ABM and AI tools
• Which success metrics truly matter in regulated B2B environments
• How to foster durable sales–marketing alignment
• Where AI creates efficiency and scale without compromising regulatory requirements