We wanted to look back at our first five Alumni Spotlight’s to revisit their answers to this one simple question: If you could give aspiring ABM-ers one piece of advice, what would it be? Their advice covers everything from back-to-basics principles to the importance of keeping pace with technology, and there’s something here for ABM-ers at every stage of their journey.
Our alumni’s advice:
Keep things simple, focus on first principles. At its core ABM is about building and nurturing relationships. Cut out the noise and jargons and do what it takes to build relationships and reputation with your audience; revenue is bound to follow.
– Avishek Chakrobarty, Head – Global ABM Centre of Excellence, Kyndryl.
Try something new! Don’t be afraid to experiment. Different things work for different people and companies.
– Pippa Anderson, Delegate Acquisition and Engagement Manager – F1 & Racing, Crowdstrike.
Always maintain the customer’s perspective, not the company’s. Focus not on selling, but on understanding their needs, challenges, and opportunities, to offer a concrete value proposition tailored to their needs.
– Mercedes Calvo, Marketing Senior Director, Regional Demand Center, Latin America, Red Hat
Get sales alignment right from the start. ABM doesn’t work if sales isn’t with you. You can create the most brilliant campaigns, but if your account teams aren’t bought in, aren’t sharing intelligence, aren’t ready to follow up – it can be a fruitless exercise. Make building that relationship with sales your first priority, not an afterthought.
– Chantelle Minnie, Senior Specialist: Marketing, Altron
Never stop learning: neither life nor ABM are static. It evolves with your clients, your industry, and the technology shaping engagement. Be a lifelong student: listen to stakeholders, study market trends, and learn from what others are doing well. Always look for ways to refine your craft. And don’t shy away from new technology, embrace it, understand it, and leverage it to create smarter, more impactful strategies.
– Damien Skinner, Regional Marketing Manager for Government, Pegasystems
Advice like this is just the beginning. If you’re ready to build on it, the ABM Academy offers courses at every level – from beginner through to expert – designed and delivered by practising ABM leaders. Find the right course for you at our ABM Academy.
Read their full interviews:
Alumni Spotlight: meet Avishek Chakrobarty
Alumni Spotlight: meet Pippa Anderson
Alumni Spotlight: meet Mercedes Calvo
