Bio
Sangram Vajre is the evangelist of account-based go-to-market. His provocative thesis, "ABM is B2B," argues that account-based marketing is not a tactic, a campaign type, or an alternative to demand generation, but the structurally correct way to operate in B2B because the buying unit in B2B is an account (an organization with 6-10 decision-makers), not a lead (an individual). The traditional marketing funnel (attract many leads, qualify some, close few) was designed for B2C volume sales and has been awkwardly retrofitted onto B2B, where it creates structural misalignment: marketing is measured on leads, sales is measured on revenue, and the gap between these metrics creates the endemic sales-marketing conflict that plagues most B2B organizations.
Operating themes
- Operating thesis: B2B marketing has been running on a B2C model for decades; the unit of value in B2B is the account, not the lead, and aligning every go-to-market function around account-level engagement, measurement, and expansion is not an alternative tactic but the structurally correct way to operate.
- Account Based Selling
- Icp Definition Framework
- Gtm Strategy Framework
- Audience Segmentation
Cards
- In B2B, the unit of value is the account, not the lead, align everything around it, In B2B, the unit of value is the account, not the lead, align everything around it [Tier B]
Sources captured
- 2026-04,
sangram-vajre-abm-team-framework.md(operator essay archive) - 2026-04,
sangram-vajre-move-framework-gtm.md(operator essay archive) - 2026-04,
sangram-vajre-flipmyfunnel-abm-is-b2b.md(operator essay archive)