Stephanie Winters McConnell, Managing Director – Pursuit & Reputation Marketing Lead, explains Accenture’s venture into pursuit-based marketing, why it goes hand-in-hand with account-based marketing, and why the core to every good pursuit is messaging. Stephanie also tells us about her work with Connections to Success, an organization that helps ex-offenders re-enter the workplace with confidence.

Kyndryl was formed in 2021 as a spin off from IBM’s managed infrastructure service business. Despite inheriting a $19 billion balance sheet, 4000 customers worldwide, and 90,000 employees, the company has high growth ambitions and a start-up mentality. Clara Belalcazar, Kyndryl’s Chief Marketing Officer for the Americas, describes the challenge of assembling a new team, pivoting to an account-based growth strategy, and fine-tuning their cultural values.

Key account management is a simple idea but not so simple to execute. Diana Woodburn, Author and Chairman of the Association for Key Account Management (AKAM), breaks down the most important aspects of a successful KAM team, how it should fit with other divisions like sales or marketing, and how a customer-centric approach can drive key account growth — if done right.

Tiffani Bova, author and global growth and innovation evangelist at Salesforce, discusses her best-selling book “Growth IQ: Get Smarter About the Choices that Will Make or Break Your Business”, the importance of doubling down on existing customers, taking an offensive approach to combat churn, and why all marketers should sit in on sales conversations if they want to show they truly care about the customer.

12 months since Momentum and ITSMA joined forces to create a global growth consultancy and ABM powerhouse, we have invited three of our experts to discuss how our services have changed, how we’re helping clients tackle their biggest growth marketing challenges, and what the future holds for the Momentum Group. CEO Alisha Lyndon is joined by Robert Hollier, VP, Thought Leadership; Rob Leavitt, SVP, Advisory & Training; and Paige Johnson, Head of Learning and Development.

Phil Crompton, a 40-year IBM veteran who now heads up the firm's ABM function globally, shares the 2 year transformational journey he's led to build out their program office, develop talent with career pathways and embed a program across the globe.

Trends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of  getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor. 

Trends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of  getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor. 

Martech is both a blessing and curse. With so many tools at our fingertips, it’s easy to get lost in the data – or worse, lose sight of the customer. Sydne Mullings, General Manager, US Central Marketing Organization at Microsoft, offers her advice on driving “beautiful” customer outcomes, driving business change and transforming marketing.