14 Katrin Marquardt from Kyndryl | How I lead my marketing function: How Kyndryl rebuilt its ABM engine to drive clarity, confidence, and commercial impact

How do you move a massive $19 billion company – the world’s largest IT service provider – to a customer-centric strategy in just a few years? Katrin Marquardt, who leads Account-Based Marketing (ABM) for Financial Services and Insurances at Kyndryl in Germany, joins us to share their journey. Kyndryl, which spun off from IBM in 2021, instantly became a global enterprise with 75,000 employees and 4,000 IT service customers. Katrin is here to tell how they made ABM the main way to stabilize their market presence and build trust with their most important accounts. She also shares how to get full leadership commitment from the CEO and CMO to invest in ABM as a long-term strategy – and why that is crucial. If you're a B2B marketing leader looking to get inspired and learn more about aligning with stakeholders, this episode is food for thought. You’ll hear more about: How do you move marketing from a 'supporting function' to an equal partner at the account team table? What happens when a B2B company chooses ABM as its main strategy for growing its most important accounts? How a 60-person global ABM team uses AI tools like Account 360 and Stakeholder 360 to act as a "force multiplier"? What is the most important first step you need to get right to successfully start or scale your ABM program? Connect with Katrin on LinkedIn.