The ABM Way!
Welcome to "The ABM Way." A B2B Marketing podcast hosted by Omprakash Karuppanan from Fuego Systems.
Here we discuss and learn hands-on strategies and best practices in Account Based Marketing, Demand Generation, B2B Marketing strategy, Marketing and sales metrics, alignment, content, and more.
Through Interviews, fireside chats, and Lunch & Learn sessions, we share invaluable insights and learnings for B2B Marketers, CXOs, and Founders looking forward to starting or improving their ABM programs.
The ABM Way!
Episode 17: Running ABM Inside One of the World’s Largest IT Services Companies | Avishek Chakrobarty, Head-Global ABM Centre of Excellence at Kyndryl
Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.
What does Account-Based Marketing look like when you’re selling multi-million-dollar services to Fortune 100 companies across 13+ countries?
In this episode of The ABM Way, Omprakash Karuppanan sits down with Avishek Chakrobarty, Global Head of the ABM Center of Excellence at Kyndryl, to unpack how one of the world’s largest IT services organizations operationalizes ABM at enterprise scale.
This isn’t another conversation about personalization or intent data.
It’s an inside look at how enterprise marketing teams align with sales, support field marketers, orchestrate complex buying journeys, and measure ABM success across strategic global accounts.
In this episode, you’ll learn:
• What an ABM Center of Excellence actually does—and why it should never become just another repository of playbooks.
• Why reputation and relationships are the real foundation of enterprise ABM, long before revenue shows up.
• Why most IT services companies fail by applying SaaS demand generation tactics to enterprise services sales.
• How Kyndryl combines third-party intent, first-party engagement, seller intelligence, and human judgment to prioritize the right accounts.
• Why enterprise attribution is different, and how comparing ABM accounts with similar non-ABM accounts provides a far better measure of business impact.
• How sales and marketing work together to diagnose stalled enterprise opportunities instead of relying on generic follow-up sequences.
• Where AI is creating the biggest advantage today—not by replacing marketers, but by accelerating research, account intelligence, and decision-making.
If you’re a CEO, CMO, marketing leader, or founder of an IT services company looking to grow in the US or Europe, this episode offers practical lessons from an organization that has built ABM into the core of its go-to-market strategy.
Join us for proven frameworks and actionable insights to elevate your enterprise ABM approach, drive internal alignment, and fast-track your growth strategy.
Work With Fuego Systems
If you're building an Enterprise GTM motion for the US or Europe and want to improve how your team wins strategic accounts, we'd love to help.
Book a complimentary Enterprise Pipeline Diagnostic with us, where we'll review your current GTM approach, identify bottlenecks, and share practical recommendations tailored to your business.
📅 Reserve your session: Book an Enterprise Pipeline Diagnostic
Thanks for listening. What can we do to improve the show?
Read our exclusive weekly Newsletter with more insightful conversations, exciting challenges, success stories, and interviews.
Join here
