In this week's episode of the ForgeX Files, host Davis sits down with Mason Cosby, Founder and CEO of Scrappy ABM. Together, they unpack why most ABM programs crash before they ever take flight.

Key Takeaways:

1.) Leadership Buy-In is Essential: ABM programs often collapse when they are initiated without strong sponsorship from senior leadership.

2.) One Person ≠ Strategy + Ops + Content: Expecting a single ABM lead to manage strategy, operations, and content without a supporting team is a structural failure.

3.) Target Accounts Are NOT a Wishlist: Selecting accounts that do not resemble your best customers results in wasted investment and misaligned efforts.

Closing Note: Mason offers a direct and practical assessment of why ABM often falls short. The root causes are clear: poor strategic planning, fragmented execution, and unrealistic targeting. For GTM leaders seeking to build durable ABM programs, this episode outlines the critical foundations required for long-term success.

In this week's episode of the ForgeX Files, host Davis Potter welcomes Marcus Hiles, SVP of Strategy at Just Global. They break down ForgeX's State of ABM 2025 Report (sponsored by Just Global), exploring the data-backed insights shaping the future of ABM. The discussion covers emerging trends, operational challenges, and what GTM leaders need to start thinking about for 2025.

Key Takeaways:

1.) The Definition Dilemma: Lack of clarity around ABM definitions and deployment models is stunting internal alignment and sales collaboration.

2.) Strategy ≠ Tactics: Most companies jump straight to flashy campaigns without ICP definition, internal documentation, or a COE, and then wonder why they’re struggling.

3.) ROI Lives in Enterprise ABM: Why 1:1 and 1:Few programs are delivering the highest returns.

Closing Note:

Marcus's insights into ABM maturity, program structure, and the impact of AI expose why most teams are stuck and what top practitioners are doing differently. Whether you're a VP of Marketing or building your first ABM charter, this episode gives you the insights to get it right the first time.

In this week’s episode of The Forge X Files, host Davis Potter shares 7 of the biggest shifts shaping account-based go-to-market strategies in 2025. From fixing misaligned revenue teams to debunking the "new GTM" myth.

Key Takeaways:

1. Closing the Alignment Gap: How ABM and product marketing collaboration is essential for messaging, segmentation, and strategy.
2. Unified Target Account Lists: The critical need for cross-functional alignment among sales, marketing, and customer success teams.
3. Retiring Outdated Data Models: Why traditional unified data models no longer serve modern ABM strategies and what replaces it
4. Modernized ABM Deployment Models: Clarifying the definitions of one-to-one, one-to-few, and growth ABM for better adoption and execution.
5. AI and the Future of GTM: The rise of AI workflows, autonomous agents, and their role in streamlining GTM processes.

Closing Note: 
Whether you’re an ABM leader or new to the field, this episode will challenge how you think about alignment, strategy, and execution in 2025.

In this week's episode of the ForgeX Files, host Davis Potter welcomes Dan Potter, VP of Product Marketing at Qlik, for a discussion about the revenue-crushing misalignment between Account-Based Marketing (ABM) and Product Marketing teams.

Key Takeaways:

1.) What Great Alignment Looks Like: Practical strategies for breaking silos and building a unified GTM strategy between ABM and Product Marketing.

2.) The Data Deficit: Why data literacy, governance, and system integrations are the missing links in ABM and GTM leadership.

3.) The Future of Data and AI: How advanced analytics and AI can reshape marketing alignment and create explosive growth opportunities.

Closing Note: Whether you’re leading ABM, Product Marketing, or any GTM strategy, this episode arms you with the tools to harness data and collaboration for unmatched revenue impact.

In this episode of the ForgeX Files, Davis Potter dives into the intricacies of Account-Based Go-to-Market strategies with Tyler Pleiss, Associate Director of Growth Marketing, Movable Ink and a member of the executive council at ForgeX. Tyler has recently authored an in-depth guide on Account-Based GTM, offering valuable insights that are crucial for anyone looking to enhance their marketing strategy.

Key Takeaways:

• Evolution of ABM Models: Tyler discusses the limitations of the traditional ABM pyramid model, advocating for more dynamic and practical approaches that reflect modern practices.
• Strategic Deployment Models: Learn about the shift from traditional tiering methods to more nuanced strategies like Enterprise ABM and Growth ABM, focusing on how companies can effectively scale their marketing efforts based on account value.
• Practical Insights: Tyler provides practical advice on integrating various ABM strategies within an organization, emphasizing the need for alignment across sales, marketing, and customer success teams.
• Future of ABM: The discussion also explores future trends in ABM, including the integration of AI and machine learning to enhance engagement and measurement.

Closing Note: 
This episode is packed with advanced strategies and practical tips for anyone involved in B2B marketing, providing a clearer path toward implementing a robust Account-Based GTM strategy.

In this episode of the ForgeX Files, host Davis Potter is thrilled to welcome Tom Zawacki, President of Enterprise Solutions at Data Axle. Tom brings a unique perspective from his rich background in B2B marketing, providing a deep dive into the evolution of attribution.

Key Takeaways:

• Historical Perspectives on Marketing: Tom discusses his journey from the early days of the internet to the forefront of digital marketing, including his involvement in the creation of the first banner ads and e-commerce experiences.
• B2B Marketing and Attribution: The conversation dives into the complex world of B2B marketing attribution, examining how traditional models like the Demand Waterfall have evolved and the challenges that persist in modern attribution practices.
• The Role of Data in Personalized Marketing: Tom emphasizes the critical importance of data fidelity and sophisticated data analysis in crafting personalized customer experiences in today's digital landscape.
• Future of Marketing Technology: Insights into the integration of human intelligence and artificial intelligence in marketing, discussing new AI technologies like generative adversarial networks and diffusion models that could revolutionize ABM and other marketing strategies.

Closing Note:
Tom's insights offer a panoramic view of the marketing industry's past, present, and future, highlighting innovative approaches to data-driven marketing and the integration of AI technologies. This episode is a gem for marketing professionals eager to understand the underpinnings of effective B2B marketing strategies and the technological advancements shaping the field.

In this episode of the ForgeX Files, host Davis Potter welcomes Amber Bogie, the new Fractional VP of Growth and Partnerships at ForgeX and a recognized authority in Account-Based Marketing (ABM). Amber brings her insights into the shifting landscape of go-to-market (GTM) strategies in the B2B sector, particularly focusing on the rise of fractional marketing roles and the dynamic changes in technology adoption within organizations.

Key Takeaways:

• Fractional Marketing's Rise: Amber discusses the emergence of fractional roles in marketing due to budget constraints and the desire for leadership without full-time commitments. This trend reflects a broader shift towards flexibility and specialized expertise in the B2B marketing sphere.
• Technology and Customer Shifts: Insight into how businesses are moving away from traditional tech giants towards smaller, more innovative companies offering significant cost savings and specialized services, signaling a shift in customer loyalty and expectations.
• Convergence of ABM and Demand Gen: The conversation dives into the increasingly blurred lines between ABM and traditional demand generation tactics. Amber and Davis discuss how these strategies are merging to create a more unified, account-based GTM approach.
• Future of SDR Teams: Amber shares her thoughts on whether Sales Development Representative (SDR) teams should report to sales or marketing departments, emphasizing the importance of alignment and collaboration between sales and marketing for effective GTM execution.

Closing Note:
This episode offers a deep dive into the evolving GTM strategies and the role of ABM in shaping the future of B2B marketing. Amber's expertise provides listeners with a clear understanding of current trends and actionable insights for navigating the changing landscape of B2B marketing and sales.

In this episode of the ForgeX Files, host Davis Potter engages with Steve Armenti, a seasoned Global Demand Generation Leader at Google. They dive into the evolving dynamics of marketing and sales alignment, demand generation, and the future of Account-Based Marketing (ABM).

Key Takeaways:

• Marketing and Sales Alignment: Steve shares his insights on effective strategies for aligning marketing and sales goals, emphasizing the importance of unified metrics, effective communication, and leveraging data for collaborative success.
• Navigating Demand Generation: The conversation explores the changing landscape of demand generation, addressing common challenges and identifying effective practices for generating meaningful engagement and leads.
• The Evolution of ABM: The episode highlights the shift from traditional ABM approaches to more sophisticated strategies, focusing on understanding buying groups, personalization, and the integration of AI in marketing strategies.
• Future Predictions: Steve offers his predictions for the next five to ten years in demand generation and ABM, envisioning a more integrated, human-centered, and data-driven approach to marketing and sales.

Closing Note:
This episode is packed with insights for anyone looking to deepen their understanding of demand generation and ABM. Steve’s expertise and forward-thinking perspectives provide valuable guidance for navigating the complex and ever-evolving world of marketing and sales alignment.

In this episode of the ForgeX Files, host Davis Potter welcomes Tanya Saez, a renowned ABM expert and industry thought leader. Tanya shares her wealth of experience in orchestrating diverse go-to-market motions, tailored to different customer bases and buying processes.

Key Takeaways:

• Holistic Market Strategies: Tanya discusses the importance of not relying on a single go-to-market strategy like ABM, but rather adopting a holistic approach that aligns with various customer segments and buying processes.
• Comparing Buying Processes: The episode dives into the differences between long, complex buying processes and shorter, transactional ones, and how these differences dictate distinct marketing approaches.
• Lead Generation vs ABM: Tanya presents an engaging analogy comparing lead generation to fishing with nets and ABM to spearfishing, highlighting the need for specific strategies based on the target market.

Closing Note:
This episode offers a deep dive into the complexities and nuances of modern go-to-market strategies, as Tanya unravels the intricacies of ABM and demand generation. Her unique insights provide listeners with valuable perspectives on adapting their marketing strategies to various customer segments and buying processes.

In this episode of the ForgeX Files, host Davis Potter welcomes Ken Almack, Field & ABM Marketing Manager at Phenom. Ken shares his journey from sales to ABM and field marketing, highlighting his proactive and personalized approach to business growth.

Key Takeaways:

• Building ABM from Ground Up: Ken discusses the inception of ABM at Phenom, transitioning from traditional sales-driven strategies to a more targeted ABM approach.
• Challenges in ABM Implementation: Insights into the initial challenges faced while implementing ABM, such as bandwidth and understanding ABM's depth.
• Tactics and Tools: Exploration of effective tactics like direct mail and targeted ads, and the use of tools for better account targeting and personalization.
• Collaboration with Sales and SDR Teams: Discussing the importance of internal champions and collaboration across teams for successful ABM execution.
• Evaluating and Measuring ABM Success: Insights into how he measures the success of their ABM efforts, focusing on net new business and the role of MQLs.

Closing Note:
Ken Almack's experience at Phenom provides a real-world example of the evolution and challenges of ABM in a growing company. His insights into personalization, collaboration, and measurement offer valuable lessons for anyone involved in or interested in ABM strategies.