In this episode, Alisha is joined by McKinsey's B2B sales and marketing Partner Liz Harrison to share her expertise and tips on how to avoid channel conflict, why all areas of the business need to be focussed around customers, and how to add human value to a digital buying process. In a world of digital, remote, and hybrid selling, the role of sales enablement has never been more critical.

Account-Based Marketing

Ep.34: Sales enablement for a new world of selling

Building a centralised ABM program while still empowering the field and regional teams is a difficult balance. In this episode, Marnie Giuranna Zaccaria, Global ABM Lead at Finastra, discusses how one of the world’s leading fintech organisations has approached this problem, why less is more, and gives her tips for navigating COVID-19 disruption.

Ep.33: Finastra: Building a global ABM program in a pandemic

To celebrate Momentum and ITSMA joining forces Momentum's founder, Alisha Lyndon, is joined by ITSMA experts in this episode to talk about the future of marketing and what’s next for account-based strategies. Hear from ITSMA President Dave Munn, SVP of Consulting Rob Leavitt, and Julie Schwartz, SVP of Research & Thought Leadership as they discuss how marketing is evolving into a growth driver and organisation builder.

Ep.31: ITSMA & Momentum, Creating an ABM powerhouse

In this episode we hear from Kelvin Gee, Senior Director of Modern Marketing at Oracle to discuss how Oracle are closing the skill gap, training and enabling marketeers in account-based marketing.

Ep.31 Oracle: Becoming an ABM Rockstar

Momentum is celebrating a big milestone this month: it’s officially our tenth birthday. A decade at the forefront of ABM means we knows what really creates value, what doesn’t and what’s next. And, to celebrate, we have created a special episode featuring ten experts from Momentum who are trusted by world-leading companies to help them to drive growth. In this must listen episode for anyone focused in growing revenues, hear what has been the biggest development in ABM over the last ten years and what’s the next big thing to watch out for.  Meet the experts:  0.55 - Robert Hollier, Partner & Director of Consulting  6.01 - Diane Borksa, Sr. VP Consulting & Competitive Intelligence 8.30 - Cate Sutherland, Consulting Director & Head of Content Strategy  12.40 - Tamsen Galloway, General Manager, US  16.21 - William Nicholls, Managing Director, UK  17.23 - Lenore Scanlon, Financial and Business Services Lead 24.19 - Adam Bennington, Consulting Director  28.17 - Mark Braun, Creative Director 34.11 - Jacqueline Gummer, Consulting Director 37.19 - Chris Hooper, VP of Growth & Partnerships 

Ep. 30 Ten years of leading the field in ABM

“It's incumbent on all of us, particularly in the marketing organisation, to protect the message”. In this episode, Katherine Lucas, Head of Platform Marketing at State Street, shares her advice for gaining and maintaining first mover advantage based on her experience of launching AlphaTM, a first-of-its-kind investment servicing platform, building the global messaging and leading the go to market strategy.

Ep.29 State Street: The secret to maintaining first mover advantage

“It's important to have the data and science, but don't forget the story”. In this episode, Steve Goddard Integrated Marketing Director at Dell Technologies explains how marketing is driving a challenger program and the learnings from focusing on business outcomes rather than product features.

Ep.28 Dell Technologies: Bringing together ABM and challenger selling

 A focus on executives and CxO audiences is on the rise. In this episode, we are joined by Samara Donald, Global Executive Lead at AWS who talks through her strategies for successful executive engagement. “You can't just say, trust me. Believe me, you have to show”.

Ep. 27 AWS: Executive Marketing. Who influences the influencers?

How do you establish ABE as a known discipline within an organisation that has no prior experience? In this episode, Amie Stankiste, Global Head of Marketing at S&P Global Market Intelligence shares her frank experience and explains the journey: “My team were new to ABM in 2019, they didn't know much about it and the rest of organisations certainly didn't. Bringing all that learning together and sharing best practices has been really, really important.” This is episode was recorded towards the end of 2020.

Ep.26 S&P Global Market Intelligence: Pitfalls to avoid when establishing your Account Based Engagement program

In this episode, Nancy Carlyle Harlan, Head of Global Account Based Marketing at Qlik explains why co-creating marketing with customers is the future for ABM and why it’s essential to lead with a unified strategy to ensure everyone is aligned with the same objectives. Nancy joined us for this recording in September 2020.

Ep.25 Qlik: Co-creating with customers

The role of the CMO continues to be crucial for businesses looking to grow. In this episode we’re joined by Katharyn White, Senior Vice President and CMO of T-Systems who shares rich insights into how the marketing function needs evolve and winning strategies to drive business growth.  

Ep.24 T-Systems: Unlocking revenue growth

Discussing the marketing reality today, Malcolm Fried, CMO at Investec shares his views on today's market, where to focus efforts and critical factors to drive organisation growth.

Ep.23 Investec: Don’t just survive, thrive

In this episode, we are joined by Antonia Wade, Chief Marketing Officer at Capita to dive into the third wave of 2020's Momentum Customer Buying Index™. Antonia describes these latest findings as "a call to action" and this episode is a must-listen for marketing and sales leaders looking to plan ahead and decipher which strategies will contribute to revenue growth.

Ep.22 Capita: The CMO perspective - CBI wave 3 2020

In this episode we hear from Andy Simpson-Pirie CTO, Cyberfort Group; Keith Pranghofer, Director of ABM, Strategic Accounts, Microsoft; and Guy Phillips, Group Consulting Director, Momentum. Hear the panel unpack the Customer Buying Index™, a tool that brings together ten years of experience and proprietary research to provide a unique picture of who the buyers are in key markets and analyses their vendor expectations, buying cycles patterns around sales and marketing engagement.

Ep.21 A moment of truth for B2B marketing - Part 2

In this episode we’re joined by Robert Hollier, Director of Consulting at Momentum, to reveal wave 3 of the Momentum Customer Buying Index™, a powerful analysis tool that brings together ten years of experience and proprietary research to discover how the post-pandemic virtual-first world has changed IT buying behaviour at the world’s largest companies – and how to respond.

Ep.20 A moment of truth for B2B marketing - Part 1

Account-Based Marketing is a podcast designed as a collection of conversations with sales and marketing leaders, sharing thoughts and practical tips to growing your valuable customers. This podcast is brought to you by MomentumABM, the account-based marketing consultancy, redefining how sales and marketing teams grow their biggest customers. You can learn more about MomentumABM at www.momentumabm.com

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Account-Based Marketing

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