Friday, 6 May 2022 | 08:30 - 04:00pm



Can you remember back to 2003? Nokia phones were all the rage. Finding Nemo came out, and Dory’s charming lack of short-term memory captured our imaginations. Nokia phones were all the rage. And Facebook wasn’t even a thing never mind a Meta thing. Oh, and did we mention, Nokia phones were all the rage?

Many of the lessons the early ABM pioneers learned while building and scaling their programmes back then still hold true today. ABM is a business growth initiative and has to be done in partnership with sales. Selecting the right accounts for your programme is one of the most important things to get right. Marketers need to capture the high ground in the account team – talking about how we want to be positioned in this account over the long term rather than the canapes to be served at tomorrow’s executive briefing. Deep insight must drive everything we do. This is a mindset shift.

Today, new lessons are being learned. Data is truly at the heart of ABM, and sales, marketing and customer success need a shared view and single source of truth for every account. These cross-functional teams are aligning to both imagine and deliver business outcomes with the client. They are driving account-based growth.

In this workshop session, we will accelerate your own ABM journey by sharing the most important lessons others have learned over the past 18 years and right up to the present day. Together, we’ll dig into new best practice case studies that demonstrate how leaders are building an extraordinary focus on their top accounts, aligning internal teams to engage effectively with their customers to drive sustainable, mutual value.



Setting the scene


ABM at twenty: You’ve come a long way, baby




Understanding the principals of account-based growth




Building extraordinary focus and alignment across your teams




Driving deep engagement with your customers


Planning your next steps





Bev Burgess - World authority & “founder” of ABM

Bev is a leading expert in B2B Marketing offering vision, leadership, and strategic thinking combined with a pragmatic, hands-on approach to getting things done. She is a consultant, speaker and author of the critically acclaimed ‘A Practitioners Guide to Account-Based Marketing’ (2017) and ‘Executive Engagement Strategies’ (2020).

In addition to running her own strategic marketing consultancy, Bev was previously Private Sector Marketing Director for Fujitsu Services. She has also held senior marketing roles at British Gas and Epson. Bev holds a BSc Honours in Business & Ergonomics from Aston University and an MBA in Strategic Marketing, with distinction, from Hull University.

She is also a Chartered Marketer, a Fellow of the Chartered Institute of Marketing, and a former International Trustee. Today, Bev is a senior advisor, trainer and consultant, working with ITSMA members and clients around the globe.


Andy McFarlane - Managing Principal

Andy has been a marketing executive in the B2B space his entire career and applies a pragmatic and people centric approach to leadership. With a focus on delivering great results and improving teams’ capabilities, Andy has held executive leadership roles in Europe, US, Middle East and Australia through his career.
Now based in Australia, Andy was most recently the Marketing and Commercial Steering Executive, Telstra Enterprise, where he successfully transformed the operations of a team of 250 professionals. In previous roles, Andy established Vodafone’s first global B2B Marketing capability and prior to that he spent 18 years at IBM Corporation, including in their New York corporate headquarters.

Andy is responsible for Inflexion Group’s activities in the Asia Pacific region.