RX 5 - How to Align Your Organization for ABM Success in the AI Era | Robert Norum, ABM & Demand Strategy Expert, B2B Marketing
Description
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 deepen research, personalize content at scale, and remix messaging while balancing quality and frequency rather than defaulting to content overload.
3.) Buying Groups Have Always Been ABM: Understanding and targeting the full buying group is fundamental to ABM, not a new evolution of it.
Closing Note: Robert provides a clear roadmap for building ABM foundations that have remained consistent for years while adapting to AI-enabled capabilities. For GTM leaders looking to scale ABM strategically, this episode outlines how to orchestrate cross-functional teams, leverage AI intelligently, and avoid common pitfalls like misaligned targeting and organizational silos.
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