Why enterprise ABM falls short and how to fix it | OnBase podcast

Описание: Why does ABM fall short in large enterprises, and what can teams do to actually fix it? In this episode, Tejal Patel breaks down the real reasons ABM struggles inside big tech and reveals the practical steps any B2B organization can take to improve alignment, data quality, and intent-driven execution.

With 20+ years across Cisco, Microsoft, Nokia, retail, and e-commerce, Tejal brings a rare B2C-meets-B2B perspective on customer centricity, brand building, and scalable ABM. She shares what smaller companies get right, why data quality is often the silent killer behind ABM failures, and how AI is finally enabling true 1:1 personalization at scale.

Whether you work in enterprise marketing, revenue operations, or sales, this conversation offers clear, actionable insights to transform your go-to-market approach.

In this episode:
-Why ABM is a tactic, not a full strategy

-The hidden alignment issues slowing big-tech teams down

-How poor data quality destroys ABM performance

-What smaller companies do better than enterprises

-Why brand and demand must work together

-How to use intent signals the right way

-What truly scales: one-to-few and journey-based segmentation

-How AI is enabling real personalization at scale

Timestamps
00:00 – Intro
04:18 – Why ABM fails as a standalone strategy
09:46 – Why smaller companies outperform big tech
13:29 – Where sales–marketing alignment breaks
18:05 – The data-quality crisis in enterprise ABM
20:53 – Brand vs. demand: the retail analogy
27:50 – What actually scales in ABM
34:48 – Fixing ABM: the first step every team must take
45:42 – How AI will transform ABM personalization

🎙️ Guest: Tejal Patel |   / tejal  
🧠 Host: Paul Gibson |   / gibsonp  

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