Laying the foundations for regional-led ABM programmes that deliver a consistent marketing experience for the most important clients across the network and drive sustainable growth.
The inflexion point
In 2025, having established a successful ABM programme for its priority global strategic accounts, a large professional services firm launched an ambitious programme to drive growth around the world by enabling regional marketers to deliver ABM for their local growth accounts. The global team were tasked with equipping their local colleagues to deliver commercial impact within a year through global-local collaboration on proof of concepts, and so defined three pillars for success: people, tools and activation support.
Our engagement
The global ABM director invited Inflexion Group to work alongside their preferred agency to build capability and community engagement while the agency provided campaigns and reusable assets.
We designed an eight-month training and mentoring programme to accelerate ABM proof of concepts across 10 markets, skilling up 16 nominated ‘champions’. Our specific objectives were to:
- Equip regional marketers with the skills to deliver Scenario ABM
- Provide ongoing guidance to help make proof of concepts effective
- Help build the business cases to pilot ABM more widely across the regions
We achieved our objectives by designing a training programme, providing one-to-one and group mentoring support, and creating a community space for delegates to share challenges and successes and showcase new reusable assets.
Specific deliverables included:
- A competency framework for the nominated champions to baseline their skills, identify gaps and shape the right training interventions.
- A custom course designed to build both technical marketing and soft skills delivered through nine live virtual training sessions, from onboarding accounts to building a business case to scale.
- Group mentoring sessions focused on shared challenges, potential solutions and the skills needed to be effective.
- Individual mentoring with particular support around understanding clients, crafting the right marketing strategy, planning and activating campaigns and managing stakeholders.
- Weekly alignment sessions with the global team and agency partner to monitor progress and adapt interventions as needed.
Key outcomes
The course and mentoring programme was very well received, and 100% of delegates would recommend it.
“Just a huge thanks and well done to everyone who put this together –
I am an experienced marketer, and I have got so much out of this.”
“Honestly one of the best and most valuable courses I’ve taken to date. It’s really shifted my mindset on how I view and approach not just ABM but marketing as a whole.”
It has led to growing buy-in across the regions, stronger collaboration around priority clients and more valued content for those clients. A number of commercial outcomes were delivered, including tangible results in seven markets and new senior-level relationships in five. Highlights include:
- Two new transformational RFPs and Memorandums of Understanding signed
- An AI-focused RFP received from a new buying centre not previously served by the firm
Internal feedback from stakeholders across the organisation is encouraging:
“ABM is a ‘game changer’.”
– Client Relationship Partner, Middle East
“This is really smart, thoughtful, kind, and sincere.”
– Client Relationship Partner, USA
“This has changed the way I work on all my accounts.”
– Account Director, UK
And there was even positive feedback from the clients on the quality of experience they received:
“Thank you very much for the warm welcome and the insights of the digital magazine –
incredibly helpful! Looking forward to connecting soon.”
– Chief Compliance Officer, Global Resources Company
Read our previous client impact story on embedding ABM to drive account-based growth at Arup.
