MOST ABM
PROGRAMMES ARE
FOCUSED ON THE
WRONG BIT.
Four practical tools to help you think differently about account-based marketing — and do something about it on Monday morning.
ALLEN
NORUM
CHALLENGE ACCEPTED LIVE
ABM: The Art of the Possible
Tuesday 15 April 2026, 11:00am
ABM WORKS WHEN IT EARNS ATTENTION. NOT WHEN IT BUYS IT.
Most programmes sit inside the sales cycle. They focus on Awareness to Decision and stop there. The accounts that stay, expand and refer came from something different — marketing that reached them before they were ready to buy, and stayed with them after they signed.
WHOEVER YOU ARE IN THE ROOM,
THERE IS SOMETHING HERE FOR YOU.
Tuesday's session has three different conversations in it. So do these resources. Find yourself in one of these and the right tools are already waiting for you.
EXPLORING WHETHER THIS IS RIGHT FOR YOU
You want to know if ABM makes sense for your organisation before you make the case internally. You need something honest — not a vendor pitch.
LOOKING TO STRETCH THE PROGRAMME FURTHER
You have ABM in place but want to pressure-test your thinking. The Shift Left/Right framework is the one piece that changes how most practitioners see their programme.
WONDERING HOW ABM APPLIES THROUGH PARTNERS
Most ABM guidance ignores the partner channel entirely. This does not. Three models for running ABM through and with partners — and what actually changes.
THIS STARTED AS A CONVERSATION.
HERE IS WHAT WAS SAID.
Robert Norum joined Lucy on Episode 1 of Challenge Accepted: The Engagement Playbook. They covered what ABM actually means, why most programmes underperform, and what the Shift Left/Right model changes for organisations that adopt it properly.
"ABM is not a campaign type. It is a fundamentally different commercial model for how you grow."
Robert Norum — Challenge Accepted, Episode 1ABM: THE ART OF THE POSSIBLE
Lucy Allen and Robert Norum on what ABM is, what it is not, and why Shift Left changes everything.
[Paste Spotify embed code here]
40 minutes · Challenge Accepted: The Engagement Playbook
FOUR TOOLS. BUILT FOR THIS CONVERSATION.
Not generic downloads. Three are free — no sign-up. One asks for your details.
THE CASE FOR ABM: A LETTER TO YOUR LEADERSHIP TEAM
A ready-to-send document making the commercial argument for ABM investment. Evidence-based, editable, written to be forwarded to your CEO or CFO.
SHIFT LEFT. SHIFT RIGHT. — THE FRAMEWORK ONE-PAGER
How ABM creates commercial value across the full customer lifecycle. One page. Three columns. Developed with Robert Norum.
IS ABM RIGHT FOR US? — A 10-QUESTION SELF-ASSESSMENT
Ten scored questions, three outcome tiers. Try it on the page, or download the Word version to share internally.
PARTNER ABM: WHAT IS DIFFERENT — A SHORT GUIDE
Three models for running ABM through and alongside partners. What changes, what does not, and where to start.
IS ABM RIGHT FOR YOUR ORGANISATION RIGHT NOW?
Ten questions. Three minutes. Your result at the end — no scores shown along the way. Download the Word version to share with your leadership team.
CHALLENGE ACCEPTED LIVE —
ABM: THE ART OF THE POSSIBLE.
LUCY ALLEN
Lucy works with B2B organisations that want to build marketing that earns attention rather than buys it. She hosts Challenge Accepted — a podcast about the seven traits of engaging content and the modern marketing strategies that actually work.
ROBERT NORUM
Robert is one of the most experienced ABM practitioners in UK B2B. His Shift Left/Right framework reframes how organisations think about ABM's commercial potential — before the sale, during it and long after it closes.
ABM QUESTIONS DON'T END WHEN THE SESSION DOES.
If you want to think through what any of this means for your specific organisation — whether you are just starting, scaling or trying to get leadership on board — that is a conversation Lucy is happy to have.
Book 30 minutes with LucyNo pitch. No deck. Just a conversation.
Challenge Accepted Live · ABM: The Art of the Possible · 15 April, 11:00am →
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