I start with the company’s top growth priorities, translate them into the problems target buyers are actually trying to solve, and build scalable ABM programs that create interest and intent within the right accounts, paired with strategic Sales plays that give sellers a clear playbook for the primary buying committee: who they are, what they care about, how to position the story, which activations will drive engagement and which signals to act on.
Category StrategyRepeatable ABM growth model
- End-to-end ABM ownership, from strategy through measurable outcome
- Sales and Marketing orchestration around a shared account motion
- Personalized activation across buying groups
- Turned a successful campaign into a repeatable model
ABM in practice
Strategic-account 1:1 programs and industry-based 1:few motions, built on account intelligence, buying-group relevance and seller activation.
High-intent, multi-buyer engagement triggered an ABM-led account strategy and personalized activation with Sales, supporting creation of a net-new opportunity within weeks.
Reused an established 1:1 framework + AI to launch a personalized experience in ~30 minutes for a 20+ stakeholder onsite; follow-up engagement preceded a confirmed $300K expansion.
Evolved 1:few engagement and intent into a 1:1 expansion motion using internal proof and differentiated buying-group messaging around Category Strategy.
1:Few industry ABM
Electric Utilities | Translating a scaled campaign model into industry and buying-group relevance
An evolution of the campaign approach in the Category Strategy case study, narrowed into an industry cluster with tailored buying-group strategy and activation.
Electric Utilities 1:few Sales & ABM campaign brief | Q3 FY27
Translated Industry Advisory and Sales priorities into an executable 1:few ABM motion spanning account strategy, buying groups, messaging, multichannel activation, governance and measurement.
Sales activation is live; ABM digital programs are in final design for September 2026 launch, including person-based activation through Influ2. Building on strong engagement in an earlier pilot, the Salesforce integration is nearing completion so sellers can receive real-time alerts when target-account contacts engage with ads.
Utilities microsite + buying-group seller tracks
Carried industry and buying-group strategy into a utility-specific destination, then paired it with two seller-ready outreach tracks built around distinct executive and operational priorities.
Cross-functional ABM orchestration
The goal isn’t for ABM to operate as a separate campaign engine. It’s to make broader GTM priorities actionable at the account level and coordinate how Marketing and Sales show up together.
Product launches · growth priorities · industries · strategic plays
Target accounts · buying groups · account signals · messaging · seller plays
Align channels · clarify ownership · activate Sales · reuse content · fill gaps
Measure what matters to the business, and what tells us it’s moving
I start with the business priorities and accountability metrics my team owns, then build the ABM measurement strategy around them. I also want to understand how partner teams are measured, because shared KPIs create stronger alignment, and even when goals differ, that context helps us build programs that work better together.
- Team accountability KPIs
- Shared cross-functional goals
- Pipeline + revenue impact
- Target-account and buying-group reach
- Engagement + intent signals
- 6QAs / buying-stage progression
- New stakeholders entering the journey
- Stage 1+ pipeline creation
- Influenced pipeline
- Opportunity progression + velocity
- Closed-won + expansion
- Seller participation in plays
- Contact-level engagement + seller alerts
- Campaign and sequence adoption
- Competitive, risk and stakeholder-movement signals
Measurement approachOwn the metrics your team is accountable for. Understand what your partners are accountable for. Wherever possible, align around shared KPIs that connect everyone to the same business outcome. Then use the right leading and lagging indicators to show impact, explain movement and guide the next action.
Salesforce ABM Performance Dashboard
Built repeatable Salesforce dashboards that connect team goals, seller activation, account movement and pipeline in one shared Sales + Marketing view.
Customer Growth ABM launch & Sales enablement
Built and evolved Enterprise Customer Growth ABM enablement into an ongoing seller resource connecting target accounts, campaign activation, engagement intelligence and next-best actions around shared Sales + Marketing priorities.
Content syndication → nurture → field activation
Identified a gap between content-syndication engagement and the next meaningful action, then built a four-touch ABM nurture journey from educational content to Field activation, with Demand Gen operationalizing the sequence in Marketo.
Category Strategy | GTM priority → ABM translation → Sales activation
Translated the broader Category Strategy motion into prioritized accounts, seller-ready plays and coordinated activation, with measurement tied back to account progression and pipeline.
AI + scalability
I use AI to move from insight to execution faster, then turn what works into repeatable workflows, playbooks and guardrails the broader team can use.
Reduce the lift on Sales while improving the quality and speed of account planning.
Built a repeatable account-intelligence workflow that brings together public research, CRM history and notes, 6sense signals, available account plans and seller context into a structured campaign brief and shared NotebookLM workspace. For 1:1 accounts, Sales and Marketing can work from the same source-grounded account intelligence; for 1:few and broader GTM priorities, the workspace can be shared with Product Marketing and other partners.
Use AI to accelerate execution, then capture what works so the next team does not start from zero.
Applied AI throughout the Category Strategy sales-campaign pilot to accelerate research, messaging, seller materials and launch execution. I then turned the templates, launch materials and learnings into a repeatable framework that has expanded beyond ABM to support broader Marketing GTM motions.
Build structured inputs and guardrails so AI produces a strong starting point that teams can refine and reuse.
Co-developed a structured campaign brief with Folloze that is uploaded directly into its AI Page Builder and maps to the fields in our strategic 1:1 template. From that brief, the platform generates the messaging and page structure roughly 80% of the way to launch, before final human refinements to imagery, typography, links and account-specific details.
Built a reusable Claude workspace agent to review ad copy against campaign context, audience, messaging and execution criteria, helping catch issues and improve consistency before launch.
Used Gemini to automate repetitive data formatting between 6sense and Salesforce, turning large engaged-account lists into report-ready inputs without manual record-by-record cleanup.
1:1 Personalization Playbook + Guardrails
Turned lessons from active 1:1 programs into a reusable decision framework for matching personalization depth to Sales engagement, account intent and opportunity maturity. AI accelerated the codification process; the methodology and guardrails came from applied ABM experience.
- Top 10 Claude user · first month of rollout
- Founding Marketing AI Tiger Team member
- 10+ hours of formal AI training + certifications across Claude and Gemini Enterprise
- Folloze AI Page Builder beta tester
I pair formal AI training with hands-on experimentation, then apply what works to live marketing workflows and turn the strongest use cases into repeatable practices.
I use AI to improve decision-making, reduce execution time, improve output quality and turn repeatable work into scalable workflows.
I approach ABM as a system: translate business priorities into focused account strategies, align Sales + Marketing activation and build repeatable frameworks that drive measurable impact.