Webinar

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More GTM teams are trying to run ABM and demand gen together. Most still treat them as two motions competing for the same budget.

In this session, Alice (SVP, Organic Content, ZoomInfo) and Jamie Skeels (Head of Strategy, Rocket SaaS) compare notes live on running both motions, including how one shared system scaled an ABM programme to $700K in pipeline, and the metric change that got both teams working from the same scoreboard.

What we’ll cover live:

  • When ABM earns a seat at the table, and when it doesn't. ABM is often seen as a "good marketing" move, but what are the specific signals that tell you you're actually ready to layer it in?

  • What one shared system looks like in practice. A case study on moving away from ABM as a separate motion, and the key decisions that turned it into a $700K pipeline programme.

  • What to change, before you build anything. The shifts in alignment, account lists and metrics that need to happen for ABM and demand gen to work together.