Ep. 82 – Fixing Flawed ABM Programs And Moving Upmarket With Kristina Jaramillo

Ep. 82 – Fixing Flawed ABM Programs and Moving Upmarket with Kristina Jaramillo - Part 2

2d ago 23:12

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In Part 2 of Selling the Cloud, conversation with Kristina Jaramillo, President of Personal ABM, dives deeper into how ABM becomes a true revenue engine when it’s embedded across the entire go-to-market team.

Kristina focuses on post-sale motion; how ABM supports retention and expansion, closes the sales-marketing gap, and helps GTM teams drive value beyond the initial deal. She also shares how executive alignment, buyer enablement, and account-specific orchestration lead to stronger pipeline outcomes.

What You’ll Learn:

ABM for Retention and Expansion: Why post-sale ABM delivers faster ROI and stronger pipeline impact.
Marketing-Sales Orchestration: How marketing enables—not just hands off—the selling conversation through strategic content and insights.
Leadership Alignment for Revenue: The importance of CRO-CMO collaboration and how it drives true go-to-market accountability.
Multi-Channel Buyer Relevance: How to use platforms like LinkedIn to drive engagement beyond generic outreach.
Revenue-Led Metrics: What to actually measure in ABM, from NRR and deal influence to buyer group engagement.

Key Topics:

ABM’s role in revenue beyond acquisition
Moving from pipeline handoff to full-cycle enablement
How to align GTM leadership across sales and marketing
Using account insights, not just intent data
Orchestrating account experiences across buyer groups
Redefining the marketer’s role in late-stage deals

Guest Spotlight: Kristina Jaramillo

Kristina is President of Personal ABM and host of the ABM Done Right podcast. She works with B2B tech and SaaS companies to move beyond automation-driven tactics and build strategic, account-relevant go-to-market programs that generate real revenue growth.

Resources & Mentions:

Podcast: ABM Done Right
Go-to-market strategist to follow: Sangram Vajre
Recommended Books:
The Challenger Sale
The Challenger Customer
The JOLT Effect

🎧 Listen now and follow Selling the Cloud for more GTM insights from leading voices in enterprise growth. Subscribe wherever you get your podcasts.

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82 episodes