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B2B Webinar:
ABM isn't broken. The operating model is.

Date:
Wed, 23 September 2026
Webinar:
Complete
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Why ABM programs struggle

Most B2B organisations don't generally have an ABM strategy problem. They know who they want to target, understand buying group and have a message framework and a content strategy. Yet many ABM programs get stuck in the execution. 

Watch the webinar to hear from Jesus Requena, Global B2B Marketing Leader & CMO at Sanity (USA), Ross Howard, Product Manager - Contextual Intelligence at 6sense (UK), and Andrew Haussegger, CEO & Co-Founder at Green Hat (AU). 
 
They explore why many Account Based Marketing programs struggle to scale and how agent-enabled, human-led teams are changing the way B2B growth happens. The discussion unpacks the challenges holding many organisations back and what it takes to build an effective Account-based Operating Model. 

 

Here's some time stamps to go directly to video sections:

01:34 - The Account-Based Operating Model (Andrew Haussegger)
28:25 - Signal Intelligence & Contextual AI (Ross Howard, 6sense)
37:18 - Practical ABM & Agentic GTM in Action (Jesus Requena, Sanity)

Why attend

Most organisations have spent years refining their ABM strategy. Yet many are still facing the same challenges:  

  • Limited visibility of buying group activity
  • Slow response to intent and buying signals
  • Difficulty personalising engagement at scale
  • Fragmented data and account intelligence
  • Rising pressure to do more with fewer resources 

When growth stalls, organisations often revisit their ABM strategy. But what if the issue isn't strategy at all? What if the real challenge is the operating model used to execute it?

This webinar explores how leading B2B organisations are rethinking account-based execution and building agent-enabled operating models designed for scale.  

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What you will learn

  • Why ABM operations is the bottleneck, not the strategy
  • Why AI capability alone isn't enough
  • Why successful adoption requires more than technology and why operating model design has become the critical factor
  • What an agent-enabled Account-based Operating Model (AOM) looks like  

Who should attend

If you're responsible for driving growth across key accounts, this webinar is for you. Whether you're leading marketing, sales, revenue or customer growth initiatives, you'll gain practical insights into how leading organisations are evolving their operating models to scale account-based growth more effectively. 

This session is particularly relevant for: 

  • CMOs and Marketing Directors
  • ABM and Demand Generation Leaders
  • Revenue and Go-to-Market Leaders
  • Sales Leaders
  • Customer Growth and Strategic Account Leaders 
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Our speakers

Jesus Requena

Jesus Requena

Global B2B Marketing Leader & CMO
Sanity (USA)

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Ross Howard

Ross Howard

Product Manager - Contextual Intelligence
6sense (UK)

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Melbourne

Andrew H

Andrew Haussegger

Co-Founder & CEO
Green Hat (AU)

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Green Square

TBC

TBC
TBC

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Your host

stuart-jaffray

Stuart Jaffray

Managing Director
Green Hat

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Unlock new ways to scale personalisation, intelligence and growth.

Date:
Wed, 23 September 2026
Time:
12:00 PM - 12:45 PM (AEST)
(10:00 AM - 10:45 AM SGT)
Format:
Webinar
 

Request your AOM session today.

Would you like a personalised session showing how your data could work within an agent-enabled Account-based Operating Model? We will use your ICP, personas and messaging to show how AI can support your B2B marketing operations. Personalised, complimentary and designed to deliver:

  • Data quality and account intelligence
  • Personalisation at scale
  • Time to market
  • Operational scalability
 

 

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