The best training doesn’t just teach you new skills, it changes how you see the ones you already have. In this third instalment of our Looking Back series, five ABM Academy alumni share the moments from their training that shifted their thinking and stuck with them long after the course ended.
Our alumni’s lightbulb moments:
Understanding that ABM is not a campaign or a tool. It’s a system that connects strategy, buying groups, content, and sales execution — all around business outcomes.
– Samuel Sánchez Fernández, Head of Marketing and Growth, Universal Robots – Teradyne Robotics
The most important moment was when we put the theory into practice through the case studies. We worked in groups, thinking: what would we do as a consultant? How would we target our segment or strategic account? Bringing it all together with experienced ABM-ers from different organisations and backgrounds was incredibly valuable.
– Anna Pfeifhofer, ABM Lead – Global ABM PMO, Hewlett Packard Enterprise
Realizing that ABM isn’t a ‘marketing initiative’ – it’s an organizational strategy. Seeing how deeply sales, delivery, executives, and partners shape success was a turning point. You can’t run ABM from the sidelines. You have to build trust through insights and then you earn the seat at the table. And focus and work with account teams who also want to work with you. Don’t waste your time.
– Katrin Marquardt, Associate Director, ABM and Field Marketing Manager, Kyndryl
I realised account insights are not one-off ‘project inputs’. They are renewable energy for the entire go-to-market engine – and ideally fuel outreach, content and the engagement of sales and executives in ABM and DBM throughout the whole process. This is what develops a classical campaign marketing into a real client experience.
– Ulrike Wanner, Head of Account Based Marketing Global Insurances, NTT DATA
Scenario ABM. Because ABM is still relatively new at my company, we’ve sometimes struggled to keep our marketing anchored to strategy rather than reacting to whatever felt urgent in the moment. The outcome-driven nature of Scenario ABM was a genuine lightbulb moment. It gave me a concrete framework to bring focus and discipline back to our work.
– Tara Pritchett, Executive Director, Customer and Digital Marketing, SAIC
These five ABM professionals left the Academy with a fresh perspective, new skills, and the confidence to put them into practice. Whether you’re just starting out with ABM or looking to sharpen your approach, our courses give you the structured framework to make it happen.
Explore all courses at our ABM Academy.
Read their full interviews:
