1. Why Alignment Still Fails Even in Mature Organisations
During the session I shall dig into the real reasons alignment breaks down, even in companies that believe they already have ABM in place. That includes the organisational and behavioural barriers that keep teams out of sync, the assumptions each side makes about the other, and the gap between looking collaborative and actually sharing ownership. Drawing on my experience leading ABM at NTT DATA and Merck, I shall highlight the patterns that repeatedly stalled progress and what it took to overcome them.

2. The Psychology of Buy‐In
Getting sales and commercial teams to commit to ABM takes more than frameworks or dashboards. I intend to explore what commercial teams need to see, hear, and experience before they truly get behind ABM, and how to shift the dynamic from a marketing‐driven push to a commercially‐driven pull. I also intend to show practical ways to build them so teams engage with ABM in a more meaningful way.

3. Practical Frameworks for Securing Commitment 

I would also to share the proven approaches I use to embed ABM into the everyday rhythm of a commercial organization both in my current and previous role/s. This includes for instance co‐designing programs with sales instead of delivering them to sales, aligning on account selection in ways that build confidence, and creating shared success metrics that reflect how revenue is actually generated. My contribution to the topic would also show how ABM becomes far more effective when it’s woven into existing commercial routines such as QBRs, pipeline reviews, account planning.

Summary
In today’s business environment, ABM cannot operate in a silo. Organisations that achieve real alignment between ABM and commercial teams consistently see stronger pipeline quality, higher win rates, and deeper customer relationships. This session would offer a practical roadmap to achieving that alignment through steps that have repeatedly improved performance.