A Fresh Look at the State of ABX with Gabe Rogol

06/11/24 • 63 min

Depending on when you start counting, Account Based Marketing and Selling is 15+ years old as a defined GTM strategy. It’s time we take a fresh look at how and why Account Based started, its current state, and where it’s headed next as a driver of B2B growth.

One thing is for certain: it never should have been called ABM. True account-based motions are cross-functional, and the most successful include the entire customer journey–from acquisition to retention and expansion. But whether it’s due to CRM technology’s struggle to accommodate, or simply a lack of market complexity, many B2B organizations are still struggling to effectively execute ABX motions.

Join us as we unpack the complexities of ABX and discover how to leverage it for B2B growth with Gabe Rogol, CEO of Demandbase. Whether you're struggling with cross-functional alignment or looking to refine your account-based strategies, you’re in the right place.

Gabriel Rogol is the Chief Executive Officer of Demandbase. In his role, Rogol is responsible for fulfilling the company's mission of transforming how B2B companies go-to-market. Since joining Demandbase in 2012, Rogol has been integral in setting the product and corporate strategy for the company. Throughout his two-plus decade career, Rogol has held leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. Rogol received his BA in Comparative Literature and Russian Language and Literature from Brown University.

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Previous Episode

MQLs are Out, Buying Groups are In with Terry Flaherty

The MQL (Marketing Qualified Lead) is a relic from 25 years ago, yet it remains central to most companies' revenue processes. Running an MQL-centric process offers no more than a 1-2% success rate—when opportunities and buying groups can claim numbers up to 400% increases in conversion rates.

It's time to rethink MQLs as the cornerstone of marketing metrics. Old habits die hard, but understanding why and how to transition to focusing on buying groups can greatly improve your efficiency and success rate. Transitioning to a new revenue model involves significant change management, but we’re here today to share a roadmap for transforming outdated revenue processes into efficient, high-performing systems with you.

Our guest, Terry Flaherty, is a titan in the realm of B2B waterfalls, funnel metrics, and revenue processes. As the Vice President and Principal Analyst in Demand Services at Forrester, Terry has spent decades shaping the frameworks many companies use today. His expertise offers invaluable insights into the future of B2B marketing and sales.

Terry is a senior marketing executive with a passion for sales and marketing integration through effective demand generation. His background includes more than 15 years of experience delivering enterprise-level software solutions, including business process management (BPM), IT infrastructure management, business intelligence, and application development.

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Next Episode

B2B Growth is Powered by Your People with Darrell Hammond

People and culture are the bedrock of any successful growth strategy. But it’s easy to lose sight of this amidst the technological tools, trends, and best practices that bombard growth leaders daily. No matter how brilliant your strategy, if you get the people part wrong, it's hard to get the growth part right.

From the evolution of leadership fundamentals over the last decade to top mistakes that hold senior executives from being more effective leaders, we’re diving deep into what makes great leaders truly stand out.

Whether you're a senior executive, a mid-career leader, or just stepping into a leadership role, this episode is packed with actionable advice and thought-provoking insights. Tune in with us for a candid and insightful conversation with leadership expert Darrell Hammond Sr.

Darrell Hammond, Sr. completed a degree in Business Management after earning an athletic scholarship. After college he continued playing basketball and traveled around the world playing exhibition basketball, keynote speaking, and providing custom training. A silver medalist for Team USA, Darrell has first hand executive leadership experience on a variety of high performing teams.

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