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Most ABM Fails. Behind the Scenes of a Winning ABM Strategy That Drove Results
What if your next GTM move delivered a 400% spike in opportunity volume, built $27M in pipeline, and landed a Tier 1 client — all in just a 3-month pilot?
It’s the age-old problem: marketing initiatives that don’t convert to ROI. Kamila Hutchison and her team flipped the script. By taking a laser-focused approach to Account-Based Marketing (ABM) and executing a strategic framework across leadership, sales, and marketing, they cracked the code.
In this episode of the REV UP Rebellion, Abbie White sits down with Kamila Hutchison, Group Go-To-Market Lead at CHG-MERIDIAN, for a behind-the-scenes case study unpacking the blueprint behind a global sales and marketing transformation.
This is a must-listen for every Sales, GTM, and Marketing leader ready to turn strategy into commercial results.
Get ready for unfiltered, practical insights on:
-Why traditional marketing metrics are broken, and what to measure instead
-The secret behind truly aligning sales and marketing (hint: it’s not what’s on the slide deck)
-Platform vs people: Why tech adoption often fails (and how to crack it)
-The agile project framework that drove incredible results in just 3 months
-How experimentation fuels standout campaigns and why “failure” might be your best friend
-Turning internal pushback into buy-in, excitement, and real business impact
-How to create excitement around change, not just compliance
-The one mindset shift every revenue leader needs in 2026
If you’re navigating a big Go-To-Market transformation in 2026, or want to crack the code on execution in revenue teams, this conversation is your practical playbook for what's working right now.
(00:00:34) Introducing Kamila Hutchison and CHG-MERIDIAN
(00:01:24) Why Marketing Attribution Doesn't Work Anymore
(00:06:00) Inside CHG-MERIDIAN’s Account-Based Marketing Transformation Journey
(00:09:30) Staggering Results From 3 Months of ABM
(00:11:20) Practical Sales and Marketing Alignment Tactics
(00:14:41) The Mindset Makes A New Strategy Actually Work
(00:17:19) Intent Signals: CHG-MERIDIAN’s New Prospecting Strategy (And Why It Works)
(00:22:52) The Most Overlooked Factors in ABM Execution
(00:25:50) The Framework for Real Adoption & Behavioural Change
(00:30:54) Driving A Culture of Experimentation
(00:34:10) Overcoming Barriers to Adoption: What You're Missing When You've "Tried Everything"
(00:38:02) Kamila's Non-Negotiables for Any Transformation Project
(00:42:27) Kamila's Top Advice for Revenue Leaders
(00:45:15) Closing Thoughts and Kamila’s Book Recommendations
Connect with Kamila:
-Kamila on LinkedIn: https://www.linkedin.com/in/kamilahutchison/
-CHG-MERIDIAN: https://tinyurl.com/CHG-MERIDIAN-Website
Connect with us:
-Be an Insider & receive our weekly inside track: https://tinyurl.com/be-an-insider-now
-Check out our REV UP membership: https://tinyurl.com/The-REV-UP-System
-Follow us on LinkedIn for educational bites: https://tinyurl.com/Follow-SR-on-LinkedIn
-Follow Abbie for the behind-the-scenes journey: https://tinyurl.com/Follow-Abbie-on-LinkedIn
View all episodes
By Abbie WhiteWhat if your next GTM move delivered a 400% spike in opportunity volume, built $27M in pipeline, and landed a Tier 1 client — all in just a 3-month pilot?
It’s the age-old problem: marketing initiatives that don’t convert to ROI. Kamila Hutchison and her team flipped the script. By taking a laser-focused approach to Account-Based Marketing (ABM) and executing a strategic framework across leadership, sales, and marketing, they cracked the code.
In this episode of the REV UP Rebellion, Abbie White sits down with Kamila Hutchison, Group Go-To-Market Lead at CHG-MERIDIAN, for a behind-the-scenes case study unpacking the blueprint behind a global sales and marketing transformation.
This is a must-listen for every Sales, GTM, and Marketing leader ready to turn strategy into commercial results.
Get ready for unfiltered, practical insights on:
-Why traditional marketing metrics are broken, and what to measure instead
-The secret behind truly aligning sales and marketing (hint: it’s not what’s on the slide deck)
-Platform vs people: Why tech adoption often fails (and how to crack it)
-The agile project framework that drove incredible results in just 3 months
-How experimentation fuels standout campaigns and why “failure” might be your best friend
-Turning internal pushback into buy-in, excitement, and real business impact
-How to create excitement around change, not just compliance
-The one mindset shift every revenue leader needs in 2026
If you’re navigating a big Go-To-Market transformation in 2026, or want to crack the code on execution in revenue teams, this conversation is your practical playbook for what's working right now.
(00:00:34) Introducing Kamila Hutchison and CHG-MERIDIAN
(00:01:24) Why Marketing Attribution Doesn't Work Anymore
(00:06:00) Inside CHG-MERIDIAN’s Account-Based Marketing Transformation Journey
(00:09:30) Staggering Results From 3 Months of ABM
(00:11:20) Practical Sales and Marketing Alignment Tactics
(00:14:41) The Mindset Makes A New Strategy Actually Work
(00:17:19) Intent Signals: CHG-MERIDIAN’s New Prospecting Strategy (And Why It Works)
(00:22:52) The Most Overlooked Factors in ABM Execution
(00:25:50) The Framework for Real Adoption & Behavioural Change
(00:30:54) Driving A Culture of Experimentation
(00:34:10) Overcoming Barriers to Adoption: What You're Missing When You've "Tried Everything"
(00:38:02) Kamila's Non-Negotiables for Any Transformation Project
(00:42:27) Kamila's Top Advice for Revenue Leaders
(00:45:15) Closing Thoughts and Kamila’s Book Recommendations
Connect with Kamila:
-Kamila on LinkedIn: https://www.linkedin.com/in/kamilahutchison/
-CHG-MERIDIAN: https://tinyurl.com/CHG-MERIDIAN-Website
Connect with us:
-Be an Insider & receive our weekly inside track: https://tinyurl.com/be-an-insider-now
-Check out our REV UP membership: https://tinyurl.com/The-REV-UP-System
-Follow us on LinkedIn for educational bites: https://tinyurl.com/Follow-SR-on-LinkedIn
-Follow Abbie for the behind-the-scenes journey: https://tinyurl.com/Follow-Abbie-on-LinkedIn
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