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Marta George, Head of EMEA ABM at Ping Identity, joined Eric Gruber and Kristina Jaramillo on the ABM Done Right Podcast to discuss the change management that needed to happen for them to win with their big bets, what their 1:few and 1:1 ABM program look like for their big bets and how they select their big bets.

She also talked about the need to scale back to scale up the impact you have on revenue with your big bets.

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Megan Bowen (CEO of Refine Labs) mentioned on LinkedIn

"The most important discipline that mid-market and enterprise B2B SaaS companies need to be cultivating is...Change management This is especially true for successful companies that have been around for 1-2 decades, that have been able to more easily manage the recent turbulence in B2B SaaS over the last few years and are still executing an outdated GTM strategy

The relative success of companies at this stage is hiding GTM inefficiencies so many don’t even perceive it’s a problem. This is the biggest risk for these companies - they are not seeing and acknowledging this is a real threat to their long term survival. If companies don’t start to change now, their ability to grow sustainably will degrade with increasing speed"

At Personal ABM, we believe that change goes beyond evolving just the digital marketing strategies and it must include a mindset shift, a measurement shift and changes across the entire GTM strategy and execution. The issue we often see is that GTM teams retrofit ABM on top of existing sales/marketing processes, content, messaging and experiences. They make it about better targeting vs. changing the account experiences that are delivered. ABM should change...

• How you think about your business
• How you differentiate from competitors
• How you package your solutions
• How you communicate your value
• How you engage buyers across the organization across the buyiong journey and customer lifecycle
• How you structure your GTM teams
• How you win, protect and expand accounts as 1 team
• How you measure success.
• Plus much more...

During this episode, Kristina Jaramillo, Eric Gruber and Joel Harrison (Founder and Editor-at-Large at B2B Marketing) discuss the changes that ABM should bring.

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In this ABM Done Right Podcast episode, Peter Mollins (a 2X guest on the podcast and CMO of Nooks) joined Eric Gruber to discuss the "signals" that GTM teams should pay attention to that go beyond intent data.