Episode Details

ABM falls apart fast when teams jump in before locking down who they're chasing, why it matters, and how it's all supposed to run. Sales pushes one list, marketing builds another, and no one agrees on who actually matters. No shared ICP? No clean data? Well, no chance. You need a strategy.

Guest host Jon Russo (B2B Fusion) corrals Heidi Bullock (Tealium), Patti Newcomer (Centerbase), and Bindu Chellappan (Corpay) for a breakdown of how they're keeping their ABM engines running clean. Think pods with purpose, seller-first workflows, and data that matters.

In this episode:

• Heidi on running pods that bring marketing, sales, and CS into one motion

• Patti on aligning across the funnel and why ABM needs ownership

• Bindu on activating firmographic and intent data with shared definitions

Plus:

• Where alignment really starts

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