Join us as Kimmah Lewis shares how she transformed abstract ABM concepts into tangible learning experiences at Actian. Through an innovative approach, she'll reveal practical strategies for helping marketing teams embrace organizational change. Learn how creative engagement, consistent reinforcement, and cross-functional ownership can drive successful transformation from traditional lead generation to account-based marketing.
- Successful organizational change requires more than just new processes - it needs creative engagement strategies that help teams experience and internalize new ways of working
- The shift from traditional lead generation to account-based marketing represents a fundamental mindset change - it's not just about new tools or tactics, but about transforming how the entire organization thinks about and approaches customer engagement
- Building sustainable change requires a "steady drum beat" approach - consistent reinforcement through regular discussions, practical applications, and involving team members in key processes helps embed new practices into the organizational culture
- Creating cross-functional ownership is critical - success comes from ensuring every team member has a stake in the transformation, whether through direct involvement in new processes like account selection or participation in collaborative learning experiences
