In this episode of Real ABM our guest is the author, speaker and current Head of Marketing at CRMNEXT, James Gilbert. James provides insight on redefining success in ABM. Delving beyond the standard ABM strategy, James takes time to analyze ways to improve and rethink ABM. What if ABM was seen through the lens of GTM? What would happen if a niche target audience was the goal rather than a broad target audience? James consistently challenges the standard and moves the needle forward through constant innovation. This episode talks about how to increase the velocity of the funnel, what does the intent cake do to influence your process and how to create out-of-the-box strategies that develop a cycle of ingenuity.