Customer-Led. Team-Enabled. ABM that Creates True Value.
How can marketing move beyond product messaging and become a true strategic partner in account growth? And how do we ensure account-based marketing (ABM) is not just aligned with sales—but with the customer?
Join Dominique Côté (Cosawi) and Kate Burda (Kate Burda & Co)—two trailblazers in ABM and Strategic Account Management—for a provocative session on redefining ABM for impact. Based on years of work inside global organizations, they’ll challenge outdated models and introduce a Customer-Led, Team-Enabled approach to ABM that fuels growth through co-orchestration.
Why attend?
If you’re in marketing or sales and part of a strategic account team—or aspire to be—you’ll walk away with:
- A new lens on what Account-Based Marketing can be.
- Practical ways to integrate marketing into account planning.
- Tools and language to create true customer resonance.
Key areas that will be covered:
- Next Gen ABM: What is it, how does it differ from traditional approaches, and why it matters.→ Demystifying SAM for marketing, clarifying marketing’s strategic role.
- Customer-Led, Team-Enabled: Moving beyond the “marketing-led, sales-enabled” model.→ Creating integrated customer value, not just collaboration.
- Small Steps, Big Wins: Getting started—integrating ABM into account plans.→ SAMs as orchestrators, marketing as amplifiers.
- Opti-Channel Engagement: Delivering measurable, optimized customer experiences.→ Leveraging customer-centric tools and data.
Speakers:
Dominique Côté
Owner and founder COSAWI Srl/inc
- + 30 years as an international business and commercial leader in global pharmaceutical and biotech organizations.
- Published author recognized as a chief architect of go to market journeys, leading cultural shifts for customer-centric innovation.
- Passionate about culture & diversity, having led teams in more than 36 countries, enabling deployment of new go to market business models.
- A certified executive coach and visiting Professor at Cranfield Business school, 15 years on the board of SAMA and sits on the advisory board of AKAM.
- Sits on the Board of NFL Biosciences and Global University system Canada
- Living in Belgium, she splits her time between Canada and Belgium to stay close to her global customers.
Kate Burda
Owner & Founder Kate Burda and Co
- + 27 years as a commercial leader within multi-national companies within hospitality and tourism.
- Worked with organizations in bringing next level revenue strategy and commercial enablement.
- Built go-to-market strategies for startups, large enterprise commercial teams
- Built Ignite, a SaaS program, that connects the top-line financial vision to the tactical playbook of commercial optimization.
- Serves on the Board of University of North Texas and member of the International Society Hotel Consultants.
