The ABM Effect - An Interview with Alisha Lyndon
Nicholas Page
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2 minute read
The evolution of ABM and why it matters more than ever
ABM has moved far beyond its origins as a niche marketing approach, becoming a cornerstone for many B2B organizations. Alisha highlights that ABM is not just about targeting accounts but reshaping how organizations think about growth. Instead of casting a wide net, it’s about creating meaningful, personalized experiences that speak directly to the priorities of high-value customers. This focus ensures stronger engagement, deeper relationships, and long-term results.
“ABM has gone from being a specialist marketing technique to something that fundamentally changes how organizations think about growth.” - Alisha Lyndon
Building alignment between sales and marketing for success
One of the biggest hurdles in B2B growth is the disconnect between sales and marketing teams. Alisha emphasizes that ABM provides a framework to bridge that gap, ensuring both functions operate with the same objectives and insights. By aligning around key accounts, teams can avoid duplication, improve efficiency, and build a stronger go-to-market approach. The result is not only better collaboration but also greater trust from clients who experience a seamless journey.
“ABM is one of the few approaches that truly brings marketing and sales together with a single focus.”
Why customer experience is at the heart of ABM
While ABM is often associated with strategy and execution, Alisha underlines the importance of customer experience as its foundation. She explains that the best ABM programs focus on understanding what matters most to customers and building initiatives that genuinely solve their challenges. When ABM prioritizes the customer perspective, it becomes a growth engine that not only drives revenue but also creates stronger brand advocates and long-term partnerships.
“The most successful ABM programs are those that put customer experience at the center of everything they do.”
Measuring the true impact of ABM programs
For ABM to thrive, organizations need to move beyond vanity metrics and measure its real impact on growth. Alisha stresses that metrics should reflect account-level success, such as deepening relationships, increasing deal velocity, or expanding customer engagement. By focusing on meaningful measures, companies can prove ABM’s value internally and refine their strategies to maximize long-term returns.
“Measuring success in ABM is about understanding the depth of engagement and the strength of your customer relationships.”
Scaling ABM without losing its personal touch
As companies grow, one of the key challenges is maintaining the level of personalization that makes ABM so effective. Alisha points out that technology can play an important role, but it should always serve the goal of creating authentic and relevant customer interactions. Scaling ABM is about balance: expanding reach without diluting the impact that comes from highly tailored engagement.
“Scaling ABM doesn’t mean losing the personal connection; it’s about finding ways to replicate personalization at scale.”
Learn more
- Connect with Alisha Lyndon on LinkedIn
- Learn more about her company, Momentum ITSMA
- Interested in how Brightvision can help with your ABM and demand generation strategies? Contact us here
