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© 2025 Revenue Xchange
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Revenue Xchange is forging the future of Account-Based GTM + AI.
Davis Potter, CEO & Co-Founder of ForgeX, welcomes thought leaders, fields AMAs, critically evaluates vendors, and shares research-backed insights to help you elevate your programs and career.
Join us as we explore the latest trends and strategies in ABM, and learn how to build a holistic go-to-market strategy that drives growth.
18 Episodes
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In this week's episode of the Revenue Xchange, host Davis Potter leads an interactive session on operationalizing buying groups in ABM. Davis breaks down why buying groups aren't replacing ABM but rather represent the evolution of account-based strategy beyond outdated MQL models. Key Takeaways: 1.) Buying Groups ≠ Glorified Lead Lists: Most organizations treat buying groups like contact lists, missing the nuanced layer between individual contacts and full accounts that includes business uni...
In this week's episode of the Revenue Xchange, host Davis sits down with Vincent DeCastro, President & Founder at ABMA. Together, they explore how AI is fundamentally reshaping B2B search behavior and what marketers must do to adapt before it's too late. Key Takeaways: 1) Zero-Click Search is the New Reality: 67% of B2B search results now end without clicking through to websites, as AI answer engines provide responses directly within search platforms, dramatically reducing traditional or...
In this week’s episode of the Revenue Xchange, host Davis Potter sits down with Jen Leaver, Senior Director of Demand Generation at Rithum. Together, they explore the convergence of ABM and Demand Generation, examining whether these strategies are *actually* converging and what that means for a modern B2B marketing strategy. Key Takeaways: 1.) ABM and Demand Gen Are Two Lenses of the Same Revenue Engine: Rather than viewing these as competing strategies, successful organizations treat them ...
In this week's episode of the ForgeX Files, host Davis sits down with Mason Cosby, Founder and CEO of Scrappy ABM. Together, they unpack why most ABM programs crash before they ever take flight. Key Takeaways: 1.) Leadership Buy-In is Essential: ABM programs often collapse when they are initiated without strong sponsorship from senior leadership. 2.) One Person ≠ Strategy + Ops + Content: Expecting a single ABM lead to manage strategy, operations, and content without a supporting team is a st...
In this week's episode of the ForgeX Files, host Davis Potter welcomes Marcus Hiles, SVP of Strategy at Just Global. They break down ForgeX's State of ABM 2025 Report (sponsored by Just Global), exploring the data-backed insights shaping the future of ABM. The discussion covers emerging trends, operational challenges, and what GTM leaders need to start thinking about for 2025. Key Takeaways: 1.) The Definition Dilemma: Lack of clarity around ABM definitions and deployment models is stunting...
In this week’s episode of The Forge X Files, host Davis Potter shares 7 of the biggest shifts shaping account-based go-to-market strategies in 2025. From fixing misaligned revenue teams to debunking the "new GTM" myth. Key Takeaways: 1. Closing the Alignment Gap: How ABM and product marketing collaboration is essential for messaging, segmentation, and strategy. 2. Unified Target Account Lists: The critical need for cross-functional alignment among sales, marketing, and customer success team...
In this week's episode of the ForgeX Files, host Davis Potter welcomes Dan Potter, VP of Product Marketing at Qlik, for a discussion about the revenue-crushing misalignment between Account-Based Marketing (ABM) and Product Marketing teams. Key Takeaways: 1.) What Great Alignment Looks Like: Practical strategies for breaking silos and building a unified GTM strategy between ABM and Product Marketing. 2.) The Data Deficit: Why data literacy, governance, and system integrations are the missin...
In this episode of the ForgeX Files, Davis Potter dives into the intricacies of Account-Based Go-to-Market strategies with Tyler Pleiss, Associate Director of Growth Marketing, Movable Ink and a member of the executive council at ForgeX. Tyler has recently authored an in-depth guide on Account-Based GTM, offering valuable insights that are crucial for anyone looking to enhance their marketing strategy. Key Takeaways: Evolution of ABM Models: Tyler discusses the limitations of the traditional ...
In this episode of the ForgeX Files, host Davis Potter is thrilled to welcome Tom Zawacki, President of Enterprise Solutions at Data Axle. Tom brings a unique perspective from his rich background in B2B marketing, providing a deep dive into the evolution of attribution. Key Takeaways: Historical Perspectives on Marketing: Tom discusses his journey from the early days of the internet to the forefront of digital marketing, including his involvement in the creation of the first banner ads and e-...
In this episode of the ForgeX Files, host Davis Potter welcomes Amber Bogie, the new Fractional VP of Growth and Partnerships at ForgeX and a recognized authority in Account-Based Marketing (ABM). Amber brings her insights into the shifting landscape of go-to-market (GTM) strategies in the B2B sector, particularly focusing on the rise of fractional marketing roles and the dynamic changes in technology adoption within organizations. Key Takeaways: Fractional Marketing's Rise: Amber discusses t...
In this episode of the ForgeX Files, host Davis Potter engages with Steve Armenti, a seasoned Global Demand Generation Leader at Google. They dive into the evolving dynamics of marketing and sales alignment, demand generation, and the future of Account-Based Marketing (ABM). Key Takeaways: Marketing and Sales Alignment: Steve shares his insights on effective strategies for aligning marketing and sales goals, emphasizing the importance of unified metrics, effective communication, and leveragin...
In this episode of the ForgeX Files, host Davis Potter welcomes Tanya Saez, a renowned ABM expert and industry thought leader. Tanya shares her wealth of experience in orchestrating diverse go-to-market motions, tailored to different customer bases and buying processes. Key Takeaways: Holistic Market Strategies: Tanya discusses the importance of not relying on a single go-to-market strategy like ABM, but rather adopting a holistic approach that aligns with various customer segments and buying...
In this episode of the ForgeX Files, host Davis Potter welcomes Ken Almack, Field & ABM Marketing Manager at Phenom. Ken shares his journey from sales to ABM and field marketing, highlighting his proactive and personalized approach to business growth. Key Takeaways: Building ABM from Ground Up: Ken discusses the inception of ABM at Phenom, transitioning from traditional sales-driven strategies to a more targeted ABM approach.Challenges in ABM Implementation: Insights into the initial chal...
In this episode of the ForgeX Files, host Davis Potter welcomes Stephanie Clark, Regional Marketing Manager at Pegasystems and an Executive Council member of ForgeX. Stephanie shares her expertise in account-based marketing (ABM) and discusses Pega's unique approach to this strategy. Key Takeaways: Pega's ABM Strategy: Stephanie discusses Pega's global ABM team's approach, emphasizing research, sales alignment, and tailored content.Enterprise ABM Framework: Insights into Pega's execution of o...
In this episode of the ForgeX Files, Davis Potter joins Tom Maciejewski's B2B Growth Trends Content Series. They dive into the evolving landscape of Account-Based Marketing (ABM) in 2024. Key Takeaways: Personalization in ABM: The episode begins with a discussion on how personalization has shifted from being a novel tactic to a customer expectation in ABM strategies.Economic Climate and ABM Expansion: They highlight the current economic climate's influence on ABM, emphasizing the integration ...
In this episode of the ForgeX Files, host Davis Potter is joined by Justin Fordham, the Head of ABM at 360Learning. They explore Justin's innovative approach to account-based marketing (ABM) and his unique journey from a sales role to leading ABM strategies. Key Takeaways: Job Changers Campaign Strategy: Justin dives into the intricacies of the Job Changers campaign at 360Learning, a targeted ABM strategy focusing on individuals transitioning to new professional roles. This innovative approac...
In this week's episode of the ForgeX Files, host Davis Potter welcomes Ashton Wright, Sr. ABM Manager at Salesforce (Slack). They dive into her journey and the intricate evolution of Account-Based Marketing (ABM) tactics she championed at two tech industry frontrunners. Key Takeaways: At Salesforce, substantial resources catalyzed a culture of experimentation, leading to remarkable ABM achievements and paving the way for data-driven account selection and robust growth.Upon her transition to S...
In this week's AMA session of the ForgeX Files, host Davis Potter is joined by Desiree Daniels, the ABM lead from Google Cloud. They embark on a comprehensive dialogue, exploring the intricate dance between Demand Generation and Account-Based Marketing (ABM) and their pivotal roles in today’s dynamic marketing landscape. Key Takeaways: Harmonious Integration: The necessity for a seamless alliance between demand programs and strategic account programs.Evolution of ABM: The transition and expa...
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