An successful ABM strategy reaps huge rewards & promises targeted growth, yet too many initiatives stall because they focus purely on tooling and technology—the "shiny new tech stack." This keynote challenges PMM leaders to reclaim strategic ownership, asserting that ABM is fundamentally a Go-to-Market strategy, not a marketing campaign. We will unveil the foundational pillars that PMM leaders must define and drive to ensure ABM success, from selecting and tiering target accounts to engineering bespoke messaging and aligning the entire revenue team. The session focuses on building the sustainable, organizational infrastructure needed to support an account-centric approach, demonstrating how PMM positioning expertise is the critical engine for true ABM penetration and revenue impact. Key learnings: - Understand the essential strategic pillars of ABM and why foundational definition must precede technology stack decisions. - Define the PMM mandate in ABM, including targeting criteria, personalized messaging architecture, and cross-functional alignment mandates. - Shift your leadership focus from campaign execution to building ABM as a measurable, scalable GTM operating system.