EY: Scaling ABM for global impact
How can professional services firms scale ABM while maintaining deep client engagement and delivering measurable commercial impact? Oli Hammans and Gabriella Sellers share EY’s approach – smart prioritization, collaboration, and a relentless client-centric focus.
In this episode of the Account-Based Marketing podcast, Global ABM Leaders Oli Hammans and Gabriella Sellers, reveal the strategies behind growing EY’s program from two major banking accounts to a rapidly expanding portfolio that now supports some of the firm’s most strategic global relationships. They discuss the practical challenges of scaling with a small but highly effective team, balancing global and local collaboration, and leveraging the broader marketing ecosystem to drive both innovation and efficiency.
"Our job often comes down to curation – identifying and delivering what’s relevant for each client, at the right time.”
Oli Hammans, Global ABM Leader, EY
EY’s ABM approach centers on client proximity and commercial focus, tailoring marketing around high-impact, strategic accounts. Oli and Gabriella work together to ensure every initiative is integrated across the marketing and sales ecosystem. Instead of operating in isolation, they curate and personalize best-in-class thought leadership and marketing technology, connecting global brand initiatives to deliver what’s most relevant for each client, at the right time.
“Everything that we do must be aligned to commercial opportunities – reputation, relationships and, ultimately, revenue.”
Gabriella Sellers, Global ABM Leader, EY
This episode explores how prioritizing commercial opportunities is fundamental to deciding where to tailor ABM for the greatest impact, and how personalizing global brand initiatives ensures client relevance and deeper engagement to deliver revenue growth and lasting relationships.
Listen now to discover:
- How EY’s ABM program evolved from a pilot with two accounts to a rapidly scaling global effort
- The team’s practical strategies for resource management, stakeholder trust, and cross-region collaboration
- How to leverage and personalize existing campaigns and thought leadership to serve diverse, often complex client needs
- The importance of aligning ABM with global, regional, and industry marketing for clarity and client impact
- How to measure marketing influence and foster real partnership between account teams and marketing
- The guiding principle that drives their approach: prioritize where ABM delivers maximum value
Listen to the episode of the Account-Based Marketing podcast.
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