Friday, 26 May 2023 | 09:00 - 04:00pm | Sydney

Accelerating growth in your strategic accounts

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.

Whether you are a complete beginner or have experience in ABM, in this workshop session we will accelerate your ABM journey by sharing the most important lessons others have learned over the past 19 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 and drive sustainable, mutual value

bev burgess abm workshop in sydney australia 2022

ABM workshop hosted by Bev Burgess (UK), “Founder” of ABM and Author, A Practitioner’s Guide to Account Based Marketing


Andy McFarlaneAndy McFarlane, Managing Principal, Inflexion

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.

Only 30 spaces available