Account-Based Marketing Program for a Matrix Corporate System

Written By Ioana David-Narby

Context

The team was managing a major global account reactively — without a structured engagement framework, consistent measurement, or a CRM fit for purpose.

Approach

I designed a global ABM program tailored to business unit priorities, migrated the team from Excel to a custom CRM, built KPI dashboards for leadership reviews, and shaped thought leadership content for senior stakeholder events.

Results

A functioning commercial marketing engine with clear metrics. The team moved from reactive delivery to proactive account strategy — and the work contributed to a landmark pitch win.

Ioana David-Narby
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