#StartupUnedited

Описание: Most teams don’t fail at ABM because they lack tools - they fail because they skip the strategy.

In this episode of #StartupsUnedited, Jorge Soto sits down with Kristina Jaramillo, President of Personal ABM, for a deep, practical conversation on what real account-based go-to-market looks like when it’s built around revenue, focus, and account experience — not just intent data and campaigns.

We unpack why so many companies jump into ABM platforms before they’re actually ABM-ready, and how that leads to lots of activity, plenty of pipeline… and stalled deal momentum.

This conversation goes beyond marketing tactics and gets into how marketing, sales, and customer success need to operate as one revenue system.

In this episode, we cover:

How ABM evolved from “better targeting” into a true account-based revenue strategy

Why putting ABM tech before strategy often amplifies mediocre GTM execution

The real difference between TAM, TRM (Total Relevant Market), and ICP

How to define an ICP that’s actually predictive of revenue, not just intent signals

Why intent platforms are a starting point, not the strategy itself

How to layer account insights and intent so sales gets context they can act on

What a unified account-based GTM motion looks like across marketing, sales, and CS

How to create 1:1 ABM content and messaging that tells the account’s story

Content that answers “What happens if I buy?” and paints a clear 6–24 month vision

Why alignment is often a human leadership issue (CRO + CMO), not a tooling problem

A real example of driving 25%+ margin growth by shifting from vendor to strategic partner in an enterprise account

If you’re a B2B marketer, founder, or revenue leader trying to move beyond surface-level ABM and into something that actually drives deal progression and growth, this episode will give you a sharper framework to work from.

Connect with Kristina Jaramillo

🔗 Website: https://personalabm.com

🔗 LinkedIn:   / kristinajaramillo  

Connect with Jorge Soto

🔗 LinkedIn:   / startupjorge  

If this episode resonated, like, subscribe, and leave a comment with how you’re approaching ABM today — what’s working, what’s not, and where deals tend to stall.

Let’s keep the conversation unedited.

Follow me on Linkedin:   / startupjorge  
Follow me on Twitter:   / startupjorge