Episode 148: Getting ABM Right: From Intent Signals to True Account-Based Revenue
Most “ABM programs” are just dressed-up demand gen with expensive tech on top. Lots of activity, lots of pipeline… and not nearly enough revenue.
In this episode, Jorge Soto sits down with Kristina Jaramillo (President of Personal ABM) to break down what real account-based go-to-market looks like when it’s done strategically, not just tech-first.
We get into why so many teams are not actually ABM-ready when they buy tools like Demandbase, 6sense, Terminus, etc., and how to re-center around revenue, ICP discipline, and account experiences instead of vanity engagement metrics.In this episode, we cover:
-How ABM evolved from “better targeting” to a true account-based revenue strategy
-The big mistake: putting ABM tech before ABM strategy and just amplifying mediocre marketing
-The difference between TAM, TRM (Total Relevant Market), and ICP — and why most teams confuse them
-How to define an ICP that’s actually predictive of revenue (not just firmographics + technographics from your intent tools)
-Why intent platforms are only a stepping stone, not your North Star
-How to layer account insights + intent signals and hand sales something actionable (not just a score)
-What a unified account-based go-to-market looks like across marketing, sales, and customer success
-How to arm sales and CS with 1:1 ABM content and messaging that tells the account’s story, not just an industry or persona story
-Content that answers “What happens if I buy?” and paints a 6–24 month vision your buyers can see themselves in
-Why alignment is really a human problem (CRO + CMO or bust) and how to close the trust gap between sales and marketing
-A real-world example of using ABM to drive 25%+ margin growth with a client working with Sephora by shifting from “firefighting” to strategic partner
If you’re a B2B marketer, revenue leader, or seller who’s tired of fake ABM, bloated tech stacks, and “more pipeline, same revenue,” this conversation will give you a much sharper way to think about ICP, intent, and tier-one accounts.Connect with Kristina Jaramillo:
🔗 Website: personalabm.com🔗 LinkedIn: search “Kristina Jaramillo Personal ABM” or https://www.linkedin.com/in/kristinajaramillo/Connect with Jorge:
👋 Follow for more unedited GTM, ABM, and sales conversations: https://www.linkedin.com/in/startupjorge/If this episode was helpful, like, subscribe, and drop a comment with how you’re currently running ABM (or trying to). What’s working? What’s breaking? Let’s unpack it.
