Sunny Side Up

Modern ABM is not a channel or a quick win. In this episode of the OnBase podcast, Paul Gibson sits down with Katie Skene, Senior ABM Manager at Global Relay, to explore what modern account-based marketing really takes to succeed. They discuss why account selection is the foundation of ABM, how sales and marketing alignment drives long-term impact, where AI and intent signals can go wrong, and why curiosity is becoming the defining skill for ABM leaders. If you are trying to scale ABM, overcome internal resistance, or move from theory to execution, this episode offers practical insight from the front lines.About the GuestKatie Skene is a B2B marketing professional with 14 years of experience across agency and in-house roles. She began her career in marketing at a US medical devices company before spending a decade in agencies, where she built expertise across marketing automation, paid media, and multi-channel campaign execution, alongside commercial responsibility for pipeline and revenue.Specialising in B2B