Account-Based Marketing (ABM) is more than just a trend – it represents a fundamental shift in how businesses engage with high-value customers. Luisa Alzola Wegmüller, ABM Lead for EMEA-LATAM at Roche Diagnostics, recently shared how the Roche ABM strategy evolved from isolated projects into a scalable, company-wide program. She will dive deeper into this journey at the upcoming European ABM Forum.
How Roche launched its ABM program
The Roche ABM strategy began as a pilot initiative, targeting internal teams already enthusiastic about ABM. This bottom-up approach helped build early success stories, demonstrating how ABM could drive meaningful customer relationships and business outcomes.
Scaling from a few pilots to a comprehensive program required a strategic shift in mindset, operational structure, and collaboration across teams.
Aligning teams around a shared ABM vision
One major challenge in scaling was aligning cross-functional teams – including sales, marketing, tender management, and customer experience – under a unified vision.
“Success in ABM isn’t just a marketing victory – it’s a joint achievement. Sales and marketing must measure progress using shared KPIs.” – Luisa Wegmüller
This shift from siloed KPIs to shared metrics helped drive collective accountability and foster stronger alignment across the organization.
Sales advocacy and executive buy-in
Transforming ABM into a strategic business function requires leadership support. Roche made the case with hard data and real wins. Sales teams played a vital role by actively advocating for ABM’s value.
“When sales champions share how ABM helped secure deals and deepen relationships, it’s easier to get leadership on board.” – Luisa
Data and compliance: driving customer-centric ABM
In a regulated industry, creating seamless and personalized experiences is complex. Roche addressed this by focusing on data-driven collaboration and a customer-first mindset.
- Marketing and sales used data to personalize content and improve outreach.
- Digital tools supported the customer journey while meeting compliance standards.
The result: personalized, high-impact interactions that respected industry regulations.
5 strategic lessons from the Roche ABM Strategy
Luisa shares essential takeaways for building a scalable ABM program:
- Think long-term
- ABM isn’t a campaign; it’s a sustained strategy. Celebrate quick wins but aim for sustainable growth.
- Align on shared goals
- Unified KPIs keep teams focused and accountable.
- Leverage data for personalization
- Understand your data maturity, identify gaps, and use insights to tailor customer engagement.
- Be proactive
- Don’t wait for customers to engage – anticipate their needs early.
- Focus on high-value accounts
- Not every customer fits ABM. Prioritize those aligned with your ideal profile.
Join Roche at the European ABM Forum
Roche Diagnostics’ ABM journey continues to evolve, with a strong commitment to collaboration, customer-centricity, and measurable impact.
Want to learn more? Don’t miss Luisa Wegmüller at the European ABM Forum, where she’ll share Roche’s ABM experience, strategic frameworks, and practical advice for driving real results.
Register now to connect with peers, get actionable insights, and elevate your ABM strategy.