Many B2B organisations have invested in account-based growth models. Few have built the operating model required to execute them consistently at scale. As buying groups become larger and more complex, marketing teams continue to face four common execution barriers: personalisation, scale, data quality and time-to-market. At the same time, a new approach is emerging. One where AI agents and human teams work together to coordinate research, planning, activation and measurement more effectively.
At this breakfast briefing, we'll explore the agent-enabled Account-based Operating Model (AOM) and provide a practical demonstration.
We'll discuss:
- Why buying groups have become harder to identify, engage and influence
- Why most ABM programs fail at the operational layer, not the strategy layer
- The emergence of the agent-enabled Account-based Operating Model (AOM)
- How AI agents and human teams can work together to accelerate account progression and revenue growth
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