The fastest way to fail in ABM? Misalignment with sales.
Laura Guido knows this all too well — and in this episode, she shares how she built high-impact ABM campaigns in complex industries without getting buried in busywork. Host
Jim Gilkey digs in as Laura breaks down how to keep communication sharp, tactics realistic, and sales relationships strong — even on lean teams. From mapping priorities to pitching custom plays, her strategy is simple: come prepared, ask what’s hot, and don’t be afraid to push. Whether you're just starting ABM or looking to refresh a stale sales partnership, this conversation will give you a replicable, repeatable system that actually gets results.
👤 Guest Bio- Laura Guido is a B2B marketing leader known for building ABM programs from the ground up and driving campaign results in complex, niche industries. With deep experience partnering closely with sales on lean teams, she delivers strategy and execution that aligns to business impact — not just activity.
📌 What We Cover- Why ABM success depends on real transparency with sales
- How to come prepared to sales syncs with questions that matter
- The must-have ABM tactic when you’re working with limited bandwidth
- How to categorize accounts into “hot” vs “not” — and what to do with each
- Why your first conversation should include disqualification criteria
- Laura’s simple “menu of plays” framework to pitch ABM internally
- The role of face-to-face meetings (and Slack DMs) in day-to-day sales alignment
- How to use Salesforce notes to start higher-value conversations
🔗 Resources Mentioned
