Why ABM Failed You (And How to Fix It) - The Fractional Take with Anjali Gupta, Ep. 5

December 02, 2025

All Podcasts Why ABM Failed You (And How to Fix It) - The Fractional Take with Anjali Gupta, Ep. 5

Summary

In this episode of The Fractional Take, Anjali Gupta breaks down why the “platform-first” approach to ABM has led so many B2B organizations astray—and why real ABM has always been rooted in bold marketing strategy rather than software alone. She explains how a once-powerful alignment between Sales and Marketing slowly devolved into a superficial bold digital marketing tactic driven by vanity metrics, automation, and empty dashboards.

What’s covered in the video

  • The Broken Promise — Why ABM was mis-sold as a quick-fix product instead of a long-term marketing strategy grounded in cultural and organizational alignment.

  • ⁠Platform vs. Strategy — How enterprise buyers make decisions based on trust, relevance, and credibility rather than automated digital marketing campaigns.

  • The 5 Rs of True ABM — A practical framework that shifts teams away from lead-gen tactics toward deeper brand strategy built on relationships, reputation, relevance, revenue, and retention.

  • The Revenue Operating System — How to break down silos across Marketing, Sales, and Customer Success and integrate marketing and strategy into a single, unified growth engine.

December 02, 2025

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