Mark Larwood, Head of ABM, Advocacy and Industry Marketing at O2, talks to Rob about how he's orchestrating executive engagement at O2. He discusses the intersection of executive engagement and account-based marketing, the makings of a robust Customer Advisory Board, how to get your own senior executives to commit to the program, the importance of thought leadership, and how he's tracking not just the revenue but also the growth of reputation and relationships to measure the success of the program.

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