In this episode of Let's talk ABM, we speak with Marcelo Fernandes, Global Head of Adoption & ABM, Vice-President at SAP, about the power of Customer Lifecycle ABM. Marcelo is a seasoned B2B Marketer with more than 25 years of experience in technology marketing and entrepreneurship. In his current role, he oversees two key strategic initiatives at SAP - Account-based Marketing and Adoption.Here's what they cover:

• The evolution of ABM at SAP
• The rollout and impact of a global ABM Framework
• How SAP chooses accounts for its ABM program
• Why ABM is key to customer adoption and advocacy