Back to the Future: Transforming a century-old manufacturing giant from a traditional sales driven approach to omni-channel ABM excellence
Date & Time
Wednesday, November 1, 2023, 11:50 AM - 12:20 PM
Ryan Almond


Join us as we explore the intriguing story behind Henkel's decision to embrace ABM, starting with a courageous pilot before commencing scale across the organisation and to multiple verticals. Brace yourself for a warts 'n all account of the challenges faced, lessons learned, and the significant rewards reaped from this bold marketing transformation.

Henkel Adhesive Technologies has thrived for over a century by embracing innovation and adaptability, however, incorporating a cutting-edge strategic philosophy like ABM was no small feat for such a large and complex organisation. Through transparency and vulnerability, we delve into the meticulous planning, experimentation, and analysis that went into the initial pilot phase, before taking a look into the early stages of enterprise scaling. Hear a first-hand account from the Global ABX Director on the triumphs and tribulations, offering invaluable insights into the often under-appreciated complexities of ABM implementation. This authentic portrayal will provide a blueprint for companies looking to embrace ABM while being fully aware of the hurdles that may arise.

What you will learn:

  • How to prepare for a strategic pilot which is fully aligned to a business’ ABM transformation goals
  • The challenges and successes of bringing sales and marketing into close alignment
  • Reporting the success and gaining buy in for enterprise scaling
  • The early stages of planning for scale across a large, complex and multi-vertical Enterprise
Location Name
Customer insight & experience stage