Unboxing ABM (Episode: 3)

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In this episode of Unboxing ABM, Ankit Chaturvedi, Ex-VP & Global Head of Marketing at RateGain shares why ABM is more than a tactic, and how marketing leaders can drive real revenue impact.

We discussed why ABM isn’t a separate function from brand or demand generation but a unifying mindset that connects them all. Ankit shared how shifting from lead obsession to account focus requires change management, tighter alignment with sales and product, and a rethink of reporting, events, and internal communication.

Ankit’s ABM Principles:

Get the fundamentals right: A clean, well-structured CRM and accurate data are the backbone of any ABM program.

Align deeply across teams: Success comes from orchestrating marketing, sales, and RevOps around shared account priorities and buyer insights.

Measure what matters: Anchor ABM to business outcomes not vanity metrics to prove real impact and earn long-term buy-in.

He wrapped up with a reminder for marketers considering ABM: “Don’t just adopt ABM as a tool, treat it as change management. Small wins, constant communication, and alignment are what make it stick.”

00:00 – Unboxing ABM: Snippet
02:10 – Ankit’s journey: From consulting at HCL to SaaS growth at RateGain
06:47 – Shifting from services to SaaS: Why urgency and accountability matter
08:15 – Ankit’s definition of ABM: Person-to-person marketing and change management
09:15 – Breaking the silos: Brand, demand, and ABM are one motion

13:16 – The pitfall of chasing leads vs. focusing on accounts
18:03 – Change management in ABM: Stakeholder buy-in and reporting
20:34 – Three essentials for ABM readiness: CRM, buyer triggers, orchestration
23:09 – Defining outcomes & proving ABM’s impact to leadership
24:26 – Closing takeaways: ABM is mindset, alignment, and measured growth