Marketing Excellence Awards 2023 - Embedding an Account-Based Culture - IBM

Presented by

Cheryl Caudill, IBM and Guy Phillips, Momentum ITSMA

About this talk

In this showcase series, we’re celebrating our 2023 Marketing Excellence Awards finalists and winners. Join us as we delve into their submissions and explore the innovative strategies that made them best-in-class in their categories. In this showcase, we hear from Embedding an Account-Based Culture Gold Winner, IBM. Cheryl Caudill shares insights into IBM’s top account field marketing program – designed to foster an Account-Based Marketing culture globally throughout the organization. IBM’s Center of Excellence coordinates a team of field marketers serving their worldwide strategic clients. Through initiatives like multi-regional certification and an ABM governance council, the CoE works to promote consistency, collaboration, and a client-centric approach across geographies. Hear how they: • Trained over 1,000 field marketers on ABM methodologies, through certification and observer programs • Created new client value and activation teams to drive success and evangelize the program • Demonstrated the value of ABM across sales and marketing through storytelling and data-driven success sharing • Achieved global consistency through mandatory training, dedicated channels, and community building For 27 years, the Momentum ITSMA Marketing Excellence Awards have recognized ambitious sales and marketing leaders who drive client growth. Entries for 2024 are open until May 31, so don’t miss this chance to get a behind-the-scenes look at award-winning submissions to inspire you own!
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