Key Takeaways

Begin by creating a shared strategy and goals with your sales leads, involve them from the very beginning.
Have the confidence to be able to say no (as well as yes!) – to account selection or to unachievable timelines from the business.
Invest in the ABM skillset of your teams, starting with a thorough understanding of the basics.
Keep the customer at the core of the programme – personal touches provide the competitive edge.
Use data, intelligence and insights to produce hyper-personalised content. Technology can be a benefit, but not the be-all and end-all.
ABM programmes need to be measured over a long time frame to demonstrate impactful results.
Keep close to the business outcomes and communicate and celebrate wins far and wide!