ABM isn’t broken. Expectations are. with Lauren Daly and Andrew Shepherd, Palo Alto Networks

B2B Marketing: The Provocative Truth · Jan 15, 2026 · 56m

ABM is still spoken about as a silver bullet. A way to open doors, personalise at scale and finally align sales and marketing. The problem is that most organisations expect it to behave like magic rather than work.

In this conversation, Benedict speaks with Lauren Daly and Andrew Shepherd from Palo Alto Networks about where ABM breaks down in reality. Drawing on experience running ABM in a large, complex organisation, they unpack the gap between how ABM is sold internally and what it actually demands operationally, culturally and commercially.

Rather than treating ABM as a tactic, the…