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The New ABM Skillset: Engineering the Modern Go-To-Market Team
Description
Episode #261:
Brett Hannath, Corporate Vice President, Global Marketing at Intel Corporation, explains why many ABM programs fail too early when they are measured like consumer advertising despite much longer B2B buying cycles. He breaks down how misaligned expectations around timing and measurement often undermine ABM effectiveness, even when the strategy itself is sound. He also shows how ABM can strengthen sales partnerships by delivering deeper insights that align expectations with real business outcomes.
“ABM stretches beyond marketing tactics and functions. It extends into sales. A one-size-fits-all model does not exist. This discipline evolves over time. AI will add new possibilities, and new challenges, especially if the skills to execute are not in place,” - Brett Hannath
In this episode, Brett explains why ABM fails when treated as short-cycle advertising and how leaders should reset expectations around time, trust, and measurable outcomes. He explains how ABM strengthens sales execution through actionable insights and why modern teams must add engineering and AI capabilities to deliver on their promises.