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 as complementary approaches.

2.) Executive Alignment Beats Vanity Metrics: Moving beyond MQLs requires strong leadership buy-in and a shared focus on pipeline velocity and revenue impact rather than traditional lead-based measurements.

3.) Integrated Team Structure Drives Success: Housing ABM practitioners and integrated campaign managers under the same umbrella, supported by regular “Pipeline Council” meetings with sales leadership, eliminates silos and ensures coordinated execution.

4.) Brand Serves as the Connective Tissue: Rather than brand versus demand, successful programs use brand as the unifying element that gives both precision ABM plays and broader demand campaigns consistent voice and market credibility.

Closing Note: Jen provides a practical framework for organizations looking to transition beyond traditional ABM versus Demand Gen debates. Her insights on team structure, measurement, and the strategic role of brand offer a roadmap for marketing leaders seeking to build more integrated and effective revenue-generating programs.