Two essential pieces of advice for building ABM capability

Insight

Published July 8, 2025

Rachael Bell, Global VP ABM at NTT DATA, Inc., has two essential pieces of advice for building ABM capability: Clear objectives + the right partners.

Be very clear on the objectives of what you’re trying to achieve with your programme and your areas of focus. Then surround yourself with an ecosystem of critical partners that will help you be successful. At NTT Data, they have worked with three external partners since day one who are mutually invested in their programme’s success.

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).

Two essential pieces of advice for building ABM capability

Bev Burgess

Further reading

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

Five years of Inflexion Group