In this week’s episode of the Revenue Xchange, host Davis sits down with Marlee Katlyn McDonald-Yepes, ABM Manager, Global Enterprise at Coursera. Together, they unpack how to successfully launch and scale a 1:Few Enterprise ABM pilot. Key Takeaways: Start Small and Focused: Limit your pilot to 25-30 accounts per industry in a single geo. Attempting to launch across multiple regions or too many accounts simultaneously sets you up for failure.Build the Right Team Structure: You need dedicated ...
In this week's episode of the Revenue Xchange, host Davis sits down with Mindy Johnson, Sr. Demand Generation Manager at Bill. Together, they unpack how to build a marketing plan that aligns with business goals and drives revenue impact. Key Takeaways: 1.) Start with Your North Star: Align marketing goals with business objectives before getting into tactics. Cross-functional alignment with sales, BDR, and revenue ops is critical from day one. 2.) Use Data to Drive Targeting: Build an ABM ROI...
In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...
In this week’s episode of the Revenue Xchange, host Davis sits down with Amber Bogie, Director of Global Marketing at GoTo, to explore how ABM programs differ between startups and enterprise organizations. Key Takeaways: 1.) PE vs. VC Expectations: PE-backed companies demand strict efficiency metrics and ROI proof, while VC-backed orgs encourage experimentation and accept failure. 2.) Regional Strategies: Global ABM practices need local adaptation. North American tactics don’t work globally,...
In this week’s episode of the Revenue Xchange, Davis is joined by Anna Tsymbalist, Head of ABM at Influ2. They explore how contact-level intent is impacting ABM strategies and why timing matters more than personalization. Key Takeaways: 1) Contact-Level Intent Signal Importance: Contact-level signals capture search behavior, third-party content consumption, and social activity for individual buying group members, even zero-click AI searches, enabling SDRs to reach out at the right moment. 2) ...
In this episode of the Revenue Xchange, host Davis Potter sits down with Zach Diamond, Head of Revenue Marketing at Cognition (from recently acquired Windsurf). They unpack how modern marketing teams are rethinking messaging, events, and AI operations inside high-growth, enterprise AI companies. Key Takeaways: ) Narrative Is the Strategy: Zach explains why the story, not just the channels, must drive GTM execution. He shares how leading with a strong messaging architecture fuels relevance in ...
In this week’s episode of the Revenue Xchange, host Davis sits down with Robert Norum, ABM & Demand Strategy Expert at B2B Marketing. Together, they unpack how to align your entire organization for ABM success in the AI era. Key Takeaways: 1.) The Full Stack ABM Model: Structure your ABM program across three tiers (one-to-many, one-to-few, and one-to-one) so marketing, sales, and customer success operate from a unified target account framework. 2.) AI for Scale, Not Volume: Use AI to deep...
In this week’s episode of the Revenue Xchange, host Davis sits down with Amanda Heredia, Principal ABM Strategist & Founder at ABX Stack. Key Takeaways: 1) Four-Badge Qualification System: Replace one-size-fits-all account scoring with distinct badge types. Each representing a different buying motion with specific signals, owners, and expiration windows. 2) Signal Stacking is Non-Negotiable: Single-platform ABM tools can fall short. Effective account qualification requires layerin...
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...