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
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