Don’t Let Shelfware Stall Your ABM (with Mary Batchelder)

Before you drop big dollars on an ABM platform, make sure you can actually make it work. Jim Gilkey (LinkedIn) sits down with Mary Batchelder—revenue marketing lead at CaliberMind—to unpack why “your ABM success starts way before the first campaign goes live.” Mary’s eight years at the intersection of ABM strategy and marketing ops taught her that skimping on ops investment leads to shelfware, lack of adoption, and murky metrics. You’ll learn how to surface action-ready insights for sales, align your teams with a unified account timeline, and enforce account-and-lead rigor so you can report on clean, reliable data. Walk away with a pragmatic roadmap for auditing your systems, tapping free community resources, and deciding whether to lean on an agency or hire in-house—all without buying new tech.

👤 Guest Bio

• Mary Batchelder leads revenue marketing at CaliberMind and has spent eight years at the intersection of ABM strategy and marketing ops, making ABM work in the real world. Previously, she marketed Triblio and now brings deep attribution and ops expertise to every ABM initiative. Connect with Mary on LinkedIn.

📌 What We Cover

• Invest in marketing operations before investing in an ABM platform
• Surface sales insights with an account timeline view for personalized outreach
• Break down data silos to get a complete buyer’s journey—across sales and marketing
• Enforce rigorous lead-and-account structure to avoid duplicate domains and cluttered metrics
• Audit your data scope with a partner to size up cleanup work
• Leverage free HubSpot community resources and LinkedIn experts
• Decide when to hire in-house vs. work with an agency for long-term ops stability

🔗 Resources Mentioned

• ABM in a Day Workshop: Free, one-day ABM fundamentals by Scrappy ABM → scrappyabm.com/workshop
• Mary Batchelder on LinkedIn → linkedin.com/in/marybatchelder/