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I’m three weeks into my new role as Sr. Director of ABM at Sphera.
And I’ll be honest with you:
This is the most complex ABM challenge I’ve had to crack.
6 product lines. 20 solutions. 92 different pieces of software.
All under one global enterprise motion.
And it’s me (plus one future hire) responsible for building an ABM strategy that supports all of it alongside a team of solutions marketing leaders.
Simple, right?
Where it gets even more interesting
We’ve already invested in 6sense.
Which means I’m not just building strategy, I’m responsible for operationalizing it.
Starting with one product line, proving it works, then scaling it across the rest of the business. No pressure, right? 😅
The honest part
Am I nervous? Jesus Christ, yes.
There’s a healthy amount of imposter syndrome that comes with stepping into something this complex.
But at the same time, this is exactly the kind of challenge I wanted.
Because problems like this force clarity, and they ultimately force you to strip ABM down to what actually matters.
What this is already reinforcing
When you’re dealing with this level of complexity, you don’t have the luxury of overcomplicating things.
You can’t build:
10 different strategies for 10 different teams
Endless account lists
Over-engineered campaign plans
You have to anchor everything to a few core questions:
What are the business priorities?
Which product line are we focusing on first?
Which accounts actually matter within that motion?
Everything else comes after, it’s not the other way around.
The real job
At this level, ABM isn’t about campaigns (as much as they might call it that).
It’s about creating focus across a complex organization.
Helping different teams align around:
The same accounts
The same priorities
The same definition of success
And then using platforms like 6sense to execute that motion, not define it.
What I’ll share moving forward
Over the next few weeks, I’m going to start breaking this down in real time:
How we’re selecting accounts across product lines
How we’re aligning with solutions marketing and sales
How we’re thinking about operationalizing 6sense
What’s working (and what’s not)
Some theory involved, but mostly what it actually looks like to build ABM inside a complex enterprise environment.
And if nothing else, this is a reminder:
The more complex the business, the simpler your ABM foundation needs to be.
ABM Consulting Now Available!
Are you building or refreshing your ABM strategy, but not sure where to start? I’m now offering limited spots for ABM consulting services to help you get your ABM strategy in the right place to be successful.
This is a low-cost, high-reward offer for your team to build a strategy that works and makes an impact, this year.
Simply fill out this form with your details and we’ll schedule time to talk soon!
For more details on ABM Tactics consulting services, click here.
