FM: Rewriting the ABM playbook
What does it take to build a client-centric growth engine in an industry where marketing has long been seen as a support act? Harsha Chachadi shares how FM is rewriting the rules with ABM – one account at a time.
B2B buyers face more complex, multi-stakeholder journeys than ever before. In this episode of the Account-Based Marketing podcast, Harsha Chachadi, Staff VP, Global Marketing Campaigns & Program, ABM, shares how FM has responded by reimagining both mindset and method –placing client centricity at the heart of every growth initiative.
When Harsha joined FM, he brought with him a wealth of experience from the fast-moving technology sector. But he quickly discovered that what works in tech doesn’t always translate directly to financial services. At FM, marketing had long been seen as a function rather than a strategic driver. The challenge? To build an ABM capability and prove its value in a risk-averse, legacy-driven culture.
Harsha’s journey is one of experimentation, adaptation, and relentless focus on the client. He shares how FM’s leadership recognized the need for change, investing in sales training and integrated marketing to shift the company’s orientation from “inside-out” to truly client-centric. This wasn’t just about adopting new tools – it was about embedding a new way of thinking across the business.
In this episode, Harsha reveals:
- How FM built its ABM function from the ground up: Why the company saw ABM as essential for engaging large, complex buying groups, and the steps Harsha took to establish credibility and momentum
- The evolution to client centricity: How FM moved beyond product-focused messaging to deeply understand client needs, and why this shift required buy-in from both sales and marketing
- Scaling what works: The importance of piloting ABM programs, learning from early wins and setbacks, and gradually expanding to more accounts and markets
- Driving alignment and culture change: How FM’s journey toward client centricity involved not just new marketing tactics, but a fundamental shift in how teams collaborate and measure success
- Lessons for leaders: Practical advice for marketing and sales leaders aiming to drive ABM adoption, foster cross-functional alignment, and deliver measurable growth
Listen to the episode now.
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