EP. 94 - Integrating ABM Principles Into Existing Demand Strategies + How to Secure Organizational Buy-In w/ Amber Bogie | Scrappy Playbooks

Scrappy ABM

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.