EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks

This is a podcast episode titled, EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks. The summary for this episode is: <p>In this insightful episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/amber-bogie/" rel="noopener noreferrer" target="_blank">Amber Bogie</a>, Sr Director of GTM &amp; ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization.</p><p><br></p><p>=======================</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there</p><p><br></p><p>(04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company</p><p><br></p><p>(07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization</p><p><br></p><p>(12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM</p><p><br></p><p>(20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in</p><p><br></p><p>(33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively</p><p><br></p><p>=======================</p><p><br></p><p><strong>Guest Bio:</strong></p><p><br></p><p>Amber Bogie is the Sr Director of GTM &amp; ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.</p>