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EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks
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In this insightful episode of Scrappy ABM, host Mason Cosby sits down with Amber Bogie, Sr Director of GTM & ABM Innovation at GoTo, to discuss her unique role and how she integrates account-based marketing (ABM) principles into a large organization.
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Best Moments:
(01:05) Amber shares the story of landing her role at GoTo and the interview process that led her there
(04:52) The significance of having "GTM" in her title and how it reflects her advisory role within the company
(07:38) Understanding that ABM isn’t a one-size-fits-all solution and may not be viable in every segment of the organization
(12:36) Amber talks about integrating account-based principles into existing demand strategies, moving beyond pure-play ABM
(20:21) Strategies for communicating the value of ABM to sales teams and securing their buy-in
(33:04) Parting wisdom from Amber: Don't overcomplicate ABM—focus on what drives revenue effectively
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Guest Bio:
Amber Bogie is the Sr Director of GTM & ABM Innovation at GoTo. With a reputation as a practical and results-driven leader in the ABM space, Amber brings a wealth of knowledge on how to effectively implement ABM strategies within large organizations.
97 episodes
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