At the recent B2B Marketing Global ABM Conference, Agent3 Group’s Chief Commercial Officer, Greg Salmon, led a panel discussion about ABM in volatile times and the challenge for ABMers of striking the right balance between short-term pressure and long-term growth. Joined by industry experts Judy Wilks, senior ABM executive, Autodesk and ABM consultant, Phoebe Jackson, it was a lively and thought provoking conversation with the three panellists sharing their thoughts and experience in the following four topic areas:
- How can ABM-ers balance ‘strategic long-term growth partner’ and ‘reactive, immediate-term support function’ approaches when working with Sales?
- Which specific tactics and workflows can you plan for to bake in an agile, rapid-turnaround
ABM capability? - Measurement and storytelling: How can you prove short-term AND long-term impact?
- How will the advent of Generative AI help ABM-ers to serve both long-term and short-term pressures?
Thank you, Phoebe and Judy, for sharing your candid feedback and offering pragmatic tips during the panel discussion—your insights were invaluable to the audience.
Missed the session? Don’t worry, you can catch up here: