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Tuesday, October 13th, 2026
How to size a key account, from this year’s share of wallet to a decade of lifetime value. Somewhere in your business, probably this quarter, a group of senior people will sit in a room and decide where next year’s money goes. New markets will be discussed, acquisitions perhaps, product launches. At some point, your key account – the one…
Tuesday, October 13th, 2026
How to help sales and marketing get closer to the customer. Abstract Sales and marketing are told to get closer to the customer. In a complex sale, that instruction misfires because there is no single customer to get close to. There is a buying committee that never sits in one room, and most commercial teams optimise every function for the…
Friday, March 13th, 2026
Are sales and marketing functions strategically aligned to optimise business? We asked a range of experts – practitioners, academics and consultants – six questions about the interaction of sales and marketing in a B2B environment. We sought their views on how well sales and marketing organisations typically collaborate to support the aims of a business. We asked them how the…
Friday, March 13th, 2026
ABM Is no longer a marketing tactic; it’s a commercial operating model. Account-Based Marketing (ABM) has an identity crisis, but not because it is losing relevance. Quite the opposite. ABM has become so commercially potent that describing it as a marketing approach is no longer accurate. In nine years of running the Global ABM Conference, we have witnessed ABM evolve…
