Marketing Breakfast Sthlm

​ABM in practice: how to build a motion that actually drives pipeline

​We’re continuing our conversation about ABM - this time with a deeper focus on execution, operational structure, and how to make ABM work across the entire organisation.

​What separates an ABM program that works from one that quietly burns budget? The devil is in the details. In this session, we'll break down how a Nordic B2B SaaS team built an ABM motion from the ground up - the tools, the workflows, and the cross-functional choreography behind it.

​Through real examples and behind-the-scenes walkthroughs, you'll see how to set up your tech stack, orchestrate the moving parts between marketing, sales, and RevOps, and avoid the pitfalls that derail most ABM programs in their first year. We'll also make the case for why "ABM" is the wrong name - and what shifting to Account-Based Growth changes about how you build and measure it.

​The session is led by Ylva Eriksson, CMO at Winningtemp, with 10+ years of experience in B2B SaaS go-to-market across the Nordics. Ylva will disclose exactly how she built Winningtemp's ABM motion, what worked, what didn't, and where she'd do things differently.

​What you'll learn

• ​What tools you actually need to succeed with ABM (and which ones you don't)

• ​How the ABM machinery should run end-to-end

• ​What's required from each function involved - marketing, sales, SDR, RevOps

• ​Why ABM should be renamed Account-Based Growth

​Who should attend

• ​Marketing and demand generation leaders looking to launch or scale ABM

• ​Sales and RevOps leaders aiming to tighten alignment and accelerate the pipeline

• ​GTM leaders building scalable, account-led growth motions

​You'll leave with a practical blueprint, an honest view of the pitfalls, and a clearer model for running ABM as a true growth engine rather than a marketing campaign.