78. The ABM Operating System

Heather Adkins is a data-driven ABM leader, currently overseeing Marketing, Growth, and Strategy at KPMG US. She oversees one of the largest ABM teams globally, aligning industry and account insights to deepen client relationships. Her expertise spans go-to-market planning, integrated campaigns, and customer-centric transformation across diverse industries.

Watch this episode and learn:

• How KPMG has built one of the largest ABM teams in the world

• The role of account planning in scaling ABM personalization and uncovering cross-account insights

• Why relationship depth and shared values are core KPIs in KPMG’s ABM strategy

• How Heather’s team uses AI-powered “Insights to Action Packs” to deliver relevance at scale across tiers