ABM. Three letters that should mean strategic gold… but all too often spark confusion, chaos and, let’s face it, mayhem.
In this episode of CMO Therapy, I’m joined by the brilliant Cathy Calver, CMO at Global Relay, who helps us cut through the buzz and get real about account-based marketing – what it actually is, when it’s the right approach and how to make it work without driving your teams mad.

We talk about how ABM isn’t just a tactic – it’s a mindset shift. It needs cross-functional buy-in, proper planning and a whole lot of alignment between sales, marketing and everyone in between. Cathy shares war stories, practical tips and a few “please don’t do this” moments that every marketing leader needs to hear.

Whether you’re already deep in ABM land or just trying to make sense of it, this one’s for you. Come for the therapy, stay for the strategy.

Music clip by Filo Starquez, Divergence