Sunny Side Up

Episode SummaryOn this episode of OnBase, host Paul Gibson sits down with Ingrid Archer to discuss "cracking the ABM code" and uncover why successful ABM initiatives require more than just strategy. Ingrid shares her expertise on balancing localized needs within European markets, overcoming common misconceptions about ABM, and using AI to streamline processes at every stage of account-based execution.From highlighting the importance of sales and marketing collaboration to providing actionable steps for initiating ABM, Ingrid offers incredible insights for marketers at every stage of their ABM journeys. This episode also dives into key hurdles like impatience, budget constraints, and the lack of education around ABM, offering solutions to overcome these issues.Whether you’re new to ABM or looking to refine your current strategy, Ingrid’s advice is an invaluable resource.Key TakeawaysSales and Marketing Alignment is Crucial: Successful ABM hinges on teamwork between sales and marketing. Forget the silos and wor