What if your account-based strategy needs to become your business's lifeline? More and more organizations are claiming ABX is the cornerstone of their go-to-market strategy, but they didn’t get there overnight. The journey from simply “ABX curious” to running a full-scale pilot highlights how companies can elevate both engagement and conversion rates by focusing their efforts on the accounts that matter most; and the critical elements that will prevent account-based success if not addressed early and head-on.
That’s why we’re exploring what happens when ABX goes beyond being just one of many strategies in a marketer's playbook and instead takes center stage as the primary motion to drive both demand and efficiency. This transition requires a transformative shift in the way companies target, personalize, and engage their audience. But more than just tactical adjustments, ABX done right impacts the entire organization—from aligning marketing and sales to building transparency and cross-functional coordination.
Join us as we dive into the strategic evolution from broad-market targeting to laser-focused account-based strategies with Kevin Sellers, CMO at Avalara and formerly with Intel, Ping Identity, and Avnet. Kevin shares the strategic decisions, executive alignment, and hard-earned lessons that came from piloting and scaling ABX. Join us as we unpack the mechanics of effective ABX strategy and the cultural shifts that make it work.
KEY MOMENTS IN THIS EPISODE:
0:00 – Intro
3:15 – How and why to consider ABM/ABX as a GTM motion
11:07 – From company goals to tactical execution: targeting over maximizing leads is the key
23:01 – Signs your pilot ABM program is ready for the big leagues
31:35 – Before you start setting KPIs, ground your goals in reality
39:55 – How to manage budget realities when your TALs across regions don't match
51:38 – The power of storytelling will never fade, but tactics and trends always do
59:51 – How to balance the tactical game with the fact that you're selling to humans
1:04:39 – "Hot topics" vs "the how"
Kevin Sellers is responsible for Avalara’s worldwide marketing and branding to reinforce the company’s market leader position in tax compliance and to drive demand for its software solutions and services. He joined Avalara in 2024 and brings more than 25 years of broad-based marketing expertise in digital, data/analytics, complex channels and storytelling – driving growth and relevance for world-class brands and moving buyers to action. Prior to Avalara, Kevin has held CMO positions at Ping Identity and Avnet and spent more than 20 years at Intel in various global marketing and investor relations leadership roles. He holds a bachelor’s degree in finance and an MBA from Brigham Young University.
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