A Practical Look at ABM: Tools, Teams, and Measurement w/ Madelyne Oliver, Senior Marketing Operations Manager @ Cloudflare
ABM is supposed to be the most effective way to drive pipeline and revenue—but for many CMOs, it still feels like a never-ending struggle. Sales and marketing aren’t aligned. Measurement is murky. The tools are expensive, and let’s be honest—half the time, you’re not even sure if you’re actually doing ABM or just running a glorified demand gen campaign.
And then there’s the biggest challenge that doesn’t get talked about enough: data governance. Platforms like 6sense and Demandbase rely on your first-party data, but if that data is a mess—full of gaps, duplicates, and outdated info—your account lists won’t be trustworthy, sales won’t buy in, and your entire ABM strategy will struggle to gain traction.
So how do you fix it? In this episode, we’re tackling what actually makes ABM work. No fluff, no vendor pitches—just real talk on how to clean up your data, align your teams, and finally see ROI.
Because ABM shouldn’t be this hard—and with the right strategy, it doesn’t have to be.
What You’ll Learn: How to fix your first-party data so your ABM platform actually delivers resultsThe real difference between ABM and demand gen (and why so many teams blur the line)How to get Sales and Marketing to trust—and act on—the same account listResources:https://97thfloor.com/articles/podcasts/a-practical-look-at-abm-tools-teams-and-measurement/
https://www.linkedin.com/in/madelyneoliver
"ABM is single-handedly account-centric. It focuses on the journey of the account, whereas DemandGen is leads, contacts, all of those people touch points that we would expect that get associated of course with the account." - Madelyne Oliver
Timestamps:03:18 - ABM vs DemandGen: account-centric vs lead-centric approaches
04:55 - Common mistakes in account selection and sales alignment
07:20 - One-to-one, one-to-few, one-to-many ABM framework
14:49 - How AI is making data collection both harder and easier
22:41 - ABM tech stack recommendations for mid-market companies
24:56 - Measuring ABM impact: pipeline and revenue-driven metrics
The Campaign | A Marketing Podcast by 97th Floor
The Campaign is a marketing podcast about better knowing your audience, innovating beyond best practice and converting visitors into customers.
97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver bottom-line results. Our core services include SEO (Search Engine Optimization) and AI Search Optimization, Advertising (PPC, SEM, Social Ads, Display), and Content Marketing.
For over twenty years, 97th Floor has worked in the cybersecurity, finance, industrial and manufacturing, insurance, software, and health and wellness industries. 97th Floor proudly works with a diverse range of clients, from well-funded startups to Fortune 50 companies, including Oracle, McKinsey & Company, Google, Crumbl, and Princess Cruises.
Learn more and schedule a discovery call at 97thfloor.com.
Where can you listen?
