Teradata: ABM is both an art and a science

In this episode of the Account-Based Marketing podcast, Jillian Gillette, Global ABM Leader at Teradata, unpacks the dynamics of launching a high-impact ABM program. Discover insights on aligning sales and marketing, adapting to changing customer needs, and driving optimal results.

Jillian is a global field and ABM leader with a commitment to driving revenue growth. With nearly two decades of experience in progressive roles within leading enterprise technology firms, including Citrix, Cloud Software Group, and Teradata, she has honed her expertise across various domains including field and digital marketing, campaign design, and strategic alliances. 

Her foundational training in the arts has fostered a deep-seated curiosity, which fuels her ability to ideate and innovate. This creative background is the cornerstone of her approach to conceptualizing a clear vision, coupled with her passion for writing, research, and designing impactful strategies.

Jillian’s academic journey began at Florida State University and was further enriched by studies at MIT and an immersive ABM certification from Momentum ITSMA. Jillian’s dynamic leadership and visionary outlook make her a formidable force across the technology sector, where she continues to inspire innovation and drive success.

“I think ABM, it's an art and a science. And understanding how to navigate the ambiguity of that is critical to understanding how to succeed in it.”

“When you get to talk to the customer, it opens up an entire universe of information. You know, the sales team only has a finite amount of time to spend feeding information, and in cases where you get third party intelligence, that's another sliver of information. But when you get to talk to the customer firsthand, because your sales team trusts you to do so, that is the ‘aha’ moment. That is that true North for any Account-Based Marketing plan.”

“If you manage people, invest in both your people and their education. Account-Based Marketing is not a junior practice, it's a senior practice. So invest in people that are capable of doing what Account-Based Marketing requires, and make sure that they're getting the education that demands of a true Account-Based Marketing practitioner.”