ABM without the buzzwords: A real-world GTM playbook

Shownotes

In this episode of OnBase, host Chris Moody talks with Angela (Bruns) Herlihy about crafting and scaling an account-based strategy that aligns teams and delivers results. From her early days in gymnastics to leading marketing ops in a public company, Angela shares a compelling story of grit and growth.

She walks through the operational realities of building ABM frameworks in resource-constrained environments, redefines what ABM really means across sales and marketing, and explains how to make strategic decisions with imperfect data. Angela’s hands-on experience and pragmatic mindset offer a roadmap for anyone navigating the messy middle of ABM adoption.

If you’re looking to operationalize strategy, influence pipeline, and align GTM teams—this episode delivers both inspiration and actionable advice.

Best Moments

• 00:30
  From South Dakota gymnast to GTM leader: Angie’s journey.
• 04:00
  How ABM surfaces internal misalignments and drives cross-functional clarity.
• 07:00
  Evolving ABM from campaign-based to lifecycle-based strategy.
• 08:40
  Scrappy ABM: Centralizing fragmented data without overhauling tech.
• 11:00
  Aligning marketing and sales through shared metrics and processes.
• 13:30
  Redefining ABM and earning internal buy-in with relatable use cases.
• 15:30
  Balancing speed with long-term data discipline.

Key Takeaways

• ABM Surfaces Everything:
  Account-based strategies expose every operational weakness—data silos, unclear accountability, or misaligned teams. But if addressed early, they lead to better GTM alignment and faster deal velocity.
• Reframe ABM as a Strategy:
  ABM isn’t a campaign or a tech tool—it’s a company-wide approach to relationship building. Angie’s team embraced a tiered model (1:1, 1:few, 1:many) and shifted toward lifecycle-based engagement.
• Get Scrappy with Data:
  With limited resources, Angela built centralized dashboards using Google Sheets and manual inputs—creating a shared source of truth across sales and marketing.
• Co-Ownership with Sales:
  Alignment means co-creating everything from account selection to success metrics. Dashboards, engagement trackers, and real-time sales alerts made collaboration a practice, not a one-time effort.
• Lead with Progress, Not Just Revenue:
  Revenue is a lagging indicator. Angela focuses on buying group engagement, deal progression, and pipeline influence to maintain momentum and build trust.
• ABM ≠ Just Marketing:
  Angela avoids jargon and explains ABM through real-world examples that resonate with sales, leadership, and marketing alike. Her redefinition of ABM makes it feel like a growth strategy for the entire business.

Quotes

“ABM doesn’t just require operational alignment—it forces it.”

Tech recommendations

• ChatGPT
• Perplexity
• Claude
• HubSpot

Resource recommendations

Podcasts:

• Prof G Pod by Scott Galloway – Sharp insights on business, tech, and leadership

Newsletter:

• Marketoonist by Tom Fishburne – Humorous yet insightful takes on marketing absurdities

Shout-outs

• Ashley McAlpin, Head of Marketing at Rockerbox – Inspiring B2B leader and former colleague
• Kelly Hopping, CMO at Demandbase – Visionary leader in GTM and B2B SaaS strategy