Why 98.5% of ABM Programs Are Failing: Fullfunnel.io, Andrei Zinkevich

Episode Description

Andrei Zinkevich, co-founder of Fullfunnel.io, exposes why 98.5% of ABM programs are failing- and it's not what vendors want you to hear. From his 20 years in enterprise sales and marketing, Andrei reveals the fatal flaws in the B2B marketing "suicide spiral" created by the demand waterfall framework, why MQLs were never real leads, and how AI hype is masking broken fundamentals. This conversation dismantles the myths around account-based marketing, explores why ABM platforms can't fix strategy problems, and delivers the 8-pillar framework that actually drives enterprise pipeline. If you're frustrated with your ABM results or drowning in AI automation promises, this episode is your reality check.

Key Takeaways

1. 98.5% ABM Dissatisfaction Rate - Based on 450+ B2B marketers surveyed, nearly all are frustrated with their ABM performance, yet keep following the same broken playbooks

2. The Demand Waterfall Suicide Spiral - The 20-year-old linear funnel model created a false "gumball machine mentality" (put MQL in, get revenue out) that never actually worked

3. MQLs Were Never Real Leads - Until there's declared intent to speak with you, labeling someone an MQL is fiction. The real buyer journey starts way before your CRM lifecycle stages

4. 86% Shortlist Before Need - Pavilion/Trust Radius research shows enterprise buyers shortlist vendors before they have a business need, making early awareness critical

5. Football Lessons for GTM Teams - Patience, endurance, playing the long game, and "everyone attacks, everyone defends" mentality applies directly to marketing-sales alignment

6. AI Without Process = Failure - Before AI can help, you need solid processes, data governance, and a definition of "good." AI is automation, not strategy

7. Account Research ≠ Personalized Emails - Less than 1% of companies use account research for account-based content strategy; most just use it for generic outbound

8. Target Champions, Not Just C-Suite - Decision-makers are bombarded; focus on champions and influencers who will sell your solution internally

FAQ: ABM Strategy Insights from Andrei Zinkevich

Q: Why are 98.5% of ABM programs failing? A: Most companies treat ABM as a marketing-only initiative and buy a platform expecting it to solve strategy problems. They skip critical fundamentals like cross-functional teams, proper account selection based on qualification (not just wish lists), and account-based content strategies. The platforms created a false shortcut narrative that ignored the real work required.

Q: What's wrong with MQLs and SQLs as metrics? A: MQLs and SQLs are fictional lifecycle stages created by the demand waterfall framework. Until someone has declared intent to speak with you, they're not a lead - they're just someone who engaged with content. The real buyer journey doesn't follow your CRM's linear stages.

Q: Where does paid media fit in an ABM strategy? A: Paid media is a distribution channel, not a strategy. It helps maximise the chances your target buyers see your content, but it can't be used as a sole tactic to generate pipeline. The question isn't "should we use paid media?" but "what content are we distributing that will actually resonate?"

Q: What's the #1 mistake companies make with AI in marketing? A: Assuming AI can fix broken processes. Before AI can help, you need solid processes in place, a definition of what "good" looks like, and proper data governance. AI is automation - if you automate a broken process, you just get broken results faster.

Q: Should we target C-suite or champions in ABM programs? A: Focus on champions and influencers first. C-suite executives are bombarded with hundreds of messages weekly. Even perfectly personalised outreach gets bulk deleted if they don't know you. Champions without decision-making power can give you insights, help you build business cases, and sell your solution internally to decision-makers.

Q: What's the fastest way to accelerate pipeline velocity with ABM? A: Find one sales ally willing to collaborate. Pick 3-5 engaged accounts together, run proper account research, understand where they are in the buyer journey, and create specific action plans. Sit down together and figure out what content, events, or touchpoints would actually move these specific accounts forward.

Q: What are the 8 pillars of ABM strategy? A: (1) Goals, (2) Cross-functional Team, (3) ICP Criteria for Account Selection, (4) Technology Stack, (5) Account List Building, (6) Personalisation Level, (7) Warm-up and Activation Playbooks, (8) Reporting and Metrics. Most companies jump straight to #4 (tech stack) and skip proper execution of the others.

Episode Timestamps

• [00:00] Intro & Andrei's football career dreams

• [02:10] Football lessons: patience, endurance & team sport mentality

• [06:43] The fatal flaw in lead generation & the demand waterfall

• [09:54] Why MQLs and SQLs are fictional lifecycle stages

• [11:36] The real buyer journey vs. what your CRM shows

• [13:26] Why B2B forgot about brand (and why B2C never did)

• [15:21] Feeling out of depth: When a new CRO killed their ABM program

• [18:47] The dark side of AI hype on LinkedIn

• [21:43] Why Shopify's "prove you can do it with AI first" mandate is problematic

• [24:27] The AI automation workflows that don't add up

• [29:55] ABM vendor lies: Why platforms alone won't save you

• [33:55] The 8 Pillar ABM Strategy framework

• [34:44] Which pillar companies never skip (hint: technology stack)

• [37:36] Why account selection without qualification kills programs

• [38:08] Where paid media actually fits in ABM

• [41:36] What Fullfunnel.io is actively testing right now

• [46:25] Why C-suite attention is impossible to get (and what to do instead)

• [48:23] The 30-day tactic: Sit down with ONE sales rep and pick engaged accounts

• [53:52] Marketing leader to follow: John Miller (ex-Marketo, Demandbase)

Guest Bio

Andrei Zinkevich is co-founder of Fullfunnel.io, an ABM and B2B demand gen consulting company working with high-ACV B2B tech companies with long sales cycles. With nearly 20 years of experience starting in enterprise sales before switching to enterprise marketing, Andrei has spent the last 6 years helping GTM teams (marketing, sales, and customer success) drive enterprise pipeline through holistic account-based programs. He's known for calling out broken B2B marketing playbooks and delivering frameworks that connect marketing, sales, and revenue. Before business, Andrei played football (soccer) in Ukraine, bringing lessons of patience, teamwork, and playing the long game to B2B strategy.

Find Andrei: LinkedIn | Fullfunnel.io