Building ABM capability within your company?

Insight

Published July 10, 2025

Building ABM capability within your company?

Lorraine Legros, Senior Director, Global Vertical & ABM Marketing at Red Hat, explains where to start.

The first thing to do is ensure that everyone has clarity on the definition of ABM and its success metrics. How can you develop your capability if your team doesn’t have a shared understanding of what they’re building?

Start with education, then build from there.

Bev Burgess

Bev Burgess is passionate about the critical role marketing can play in building deep customer relationships, strong reputations and sustainable growth. She is best known as a worldwide authority on account-based marketing (ABM) and her latest book, Account-Based Marketing: The definitive handbook for B2B marketers explains how to use ABM effectively in your business (Kogan Page, 2025). She is co-author of Account-Based Growth: Unlocking sustainable value through extraordinary customer focus (Burgess and Shercliff, Kogan Page, 2022) and A Practitioner’s Guide to ABM: Accelerating growth in strategic accounts (Burgess with Munn, Kogan Page, 2021). Her other books include Executive Engagement Strategies (Kogan Page, 2020) and Marketing Technology as a Service (Young and Burgess, Wiley, 2010).

Building ABM capability within your company?

Bev Burgess

Further reading

Alumni Spotlight: meet Tara Pritchett

What’s the Biggest Skill Gap in ABM Teams Right Now? We Want to Know.

The ABM-er’s Toolkit: An interview guide for clarifying ambition