A Practical Look at ABM: Tools, Teams, and Measurement w/ Madelyne Oliver

ABM is supposed to be the most effective way to drive pipeline and revenue—but for many CMOs, it still feels like a never-ending struggle.

Sales and marketing aren’t aligned.
Measurement is murky.
The tools are expensive, and let’s be honest—half the time, you’re not even sure if you’re actually doing ABM or just running a glorified demand gen campaign.

And then there’s the biggest challenge that doesn’t get talked about enough: data governance.

Platforms like 6sense and Demandbase rely on your first-party data, but if that data is a mess—full of gaps, duplicates, and outdated info—your account lists won’t be trustworthy, sales won’t buy in, and your entire ABM strategy will struggle to gain traction.

So how do you fix it? In this episode, we’re tackling what actually makes ABM work. No fluff, no vendor pitches—just real talk on how to clean up your data, align your teams, and finally see ROI.

Because ABM shouldn’t be this hard—and with the right strategy, it doesn’t have to be.