Stop Calling It “Marketing”—ABM Is a GTM Strategy (with Catie Ivey)

Episode notes

Too many teams still treat ABM like a campaign— Catie Ivey is here to break that thinking. On this episode of Account-Based Beverages, Jim Gilkey sits down with the former revenue leader at Pardot, Marketo, and Demandbase, now a CRO leading across sales, marketing, and CS. Her message is clear: ABM is not a marketing function—it’s your go-to-market motion. Period. Catie shares a simple, proven structure for aligning go-to-market teams, offers real-world tactics from her time at Demandbase, and breaks down how to build internal momentum—starting with one tiger team. Whether you're in a startup or an enterprise org, this one’s a wake-up call. Guest Bio Catie Ivey is a CRO with deep roots in ABM. She’s led revenue teams at Pardot, Marketo, and Demandbase, and now oversees marketing, sales, and customer experience as a unified go-to-market leader. Catie brings firsthand perspective on what it really takes to run ABM across an entire organization—not just marketing.