RX16 - Building an Always-On ABM Orchestration Engine | Justin Lopez, Bonterra

In this week's episode of the Revenue Xchange, host Davis sits down with Justin Lopez, ABM Manager at Bonterra. Together, they break down how Justin built a five-component ABM orchestration engine that runs on autopilot across thousands of accounts, and what it took to get there as a one-person ABM team.Key Takeaways:1.) Start With Closed-Won, Not Just Open Ops: Justin earned executive buy-in by leading with revenue outcomes, not activity metrics. That support unlocked budget, headcount, and cross-functional resources that made scaling possible.2.) ABM Orchestration Engine that WORKS: The engine connects account identification (6sense), contact enrichment (Clay), contact-level advertising (Influ2), personalization (Tofu), and sales execution (SalesLoft + Marketo) into a continuous, always-on motion.3.) Contact-Level Signals Changed the Sales Conversation: Shifting from account-level intent signals to contact-level ad engagement gave sales a fundamentally different starting point for outreach. Real-time Slack notifications with contact-level data replaced generic MQA alerts.4.) Quarterly Sales QA Keeps Targeting Honest: Justin runs recurring quarterly reviews where AEs and solutions architects audit segmentation filters live in 6sense, flagging bad fits and surfacing cross-sell opportunities before budget gets wasted.Closing Note: Justin's perspective is shaped by building this program from scratch over three years with no dedicated team. For ABM practitioners looking to scale while keeping sales alignment tight, this episode walks through the exact infrastructure, governance, and sequencing required to get there.