RX 11 - Building a 1:few ABM Program: How to Lead with an Iterative Mindset | Marlee McDonald-Yepes, Account-Based Marketing Manager, Global Enterprise, Coursera

In this week’s episode of the Revenue Xchange, host Davis sits down with Marlee Katlyn McDonald-Yepes, ABM Manager, Global Enterprise at Coursera. Together, they unpack how to successfully launch and scale a 1:Few Enterprise ABM pilot.Key Takeaways:Start Small and Focused: Limit your pilot to 25-30 accounts per industry in a single geo. Attempting to launch across multiple regions or too many accounts simultaneously sets you up for failure.Build the Right Team Structure: You need dedicated ops support, clear decision-making frameworks (RACI), and cross-functional partnerships. One person cannot execute strategy, operations, and content creation alone.Launch Before It’s Perfect: Get your foundation in place with existing content before waiting for industry-specific assets. Use early phases to work through ops complexity, routing, and enablement while showing quick wins.Closing Note: Marlee provides proven best practices for launching 1:Few Enterprise ABM programs, emphasizing the importance of setting realistic expectations, maintaining leadership alignment, and treating the pilot as an iterative test. For ABM practitioners building their first programs or optimizing existing, this episode outlines the critical infrastructure and mindset shifts required to move from planning to execution.