23
/ 40
Fix
The pilot worked. The organisation around it is not ready to run it. Fix the two lowest pillars before adding accounts.
Strategy
4
Commercial evidence
3
Sponsorship and funding
2
Sales alignment
3
Operating model
2
Data and technology
3
Insight and engagement
4
Measurement
2
Illustrative readout. You score your own pilot before the course starts.
From ABM Pilot to Operating Model
An eight-session course for up to ten directors on turning a working ABM pilot into a funded, governed operating model that holds up in front of sales and the board. Built on the delivery framework Karol uses with clients, not a course written for a course.
- Two 60-minute one-to-ones with Karol, on your own programme
- The pilot-to-scale scorecard, done before the course starts, so your first one-to-one starts from your numbers
- The full toolkit of templates, yours to keep
23 November to 18 December 2026, two sessions a week
Enrolment closes Friday 30 October, no extension
“Ask an ABM lead how the pilot went and you get a good story. Ask whether it scaled and, four times out of five, you get a pause. That pause is what this course is about.”
Karol Gajewski. Experience, not a survey.
Most ABM programmes get past the pilot and stop there.
4%
of organisations say their ABM programme is fully scaled across the organisation. 51% call it “somewhat developed”.
Source: 6sense, The State of B2B Marketing Metrics in 2025, 734 marketers.
17%
of ABM programmes are fully embedded as a foundational pillar of go-to-market strategy.
Source: Momentum ITSMA and ABM Leadership Alliance, sixth annual ABM Benchmark, 2022, 279 practitioners.
4/5
organisations I have worked with will admit, quietly, that their ABM pilot never scaled. Not yet, anyway.
Karol Gajewski, nearly 25 years of transforming marketing and sales. Experience, not a survey.
Forrester describes ABM programmes getting stuck between nine and 24 months: past the pilot, not yet embedded in the organisation. That stretch is what the course is built for.
What the course is
This is a course, not a consulting engagement. Eight recorded sessions, each 60 to 75 minutes, two a week over four weeks, so you can watch in short modules on your own schedule. After each release Karol is in the chat during a live watch window, answering questions as you go.
Twice during the course you have a 60-minute one-to-one with Karol where the templates are completed on your own programme, with your own numbers and accounts, in confidence: once after the operating model sessions and once at the end for the scale plan. You finish the course with artefacts you can take to sales and the board, not lecture notes.
The four-week rhythm
Monday and Wednesday
A session is released as a numbered playlist of short modules.
Tuesday and Thursday, 11:00 CET, 10:00 UK
The live watch window, 60 to 75 minutes, with Karol in the chat answering questions as you watch. Optional, and the recording stays available.
Friday 4 to Tuesday 8 December
Your first 60-minute one-to-one with Karol, after session 4: the scorecard, business case and decision rights on your own programme.
Friday 18 to Tuesday 22 December
Your second one-to-one, after session 8: the measurement dashboard and the 90-day scale plan.
After the second round
An optional group call to compare scale plans.
A course for people with a live programme who need decisions and artefacts.
The course is for
It is not for
Directors and above in marketing, RevOps and GTM at enterprise-focused B2B organisations, and the agencies that serve them.
Beginners, or anyone looking for ABM fundamentals.
People who own an ABM or account-based programme that has run as a pilot and now has to stand up commercially.
Anyone who needs a certificate. There is none.
Leaders who need decisions and artefacts they can take to sales and the board.
Anyone without a running or recently piloted programme and a director-level remit.
Eight sessions. What you can do after each.
Every session ends with what to bring: your own numbers, account list, roles and metrics. Sessions 1 to 4 feed the first one-to-one, sessions 5 to 8 the second. Nothing is done alone as homework.
What you can do afterwards
- Score your programme on a maturity model.
- Identify the gaps blocking scale.
- Decide whether to scale, fix or re-pilot.
You keep
- Readiness and Maturity Scorecard
What you can do afterwards
- Write account-level goals tied to revenue, retention or wallet share.
- Agree shared definitions with sales.
- Set the joint review cadence.
You keep
- Commercial Alignment Canvas
- Shared-definitions one-pager
What you can do afterwards
- Build a cost-and-return model for scale.
- Frame ABM against C-suite priorities.
- Secure and brief an executive sponsor.
You keep
- Business Case and Budget Model, with a people-time line, not just software
What you can do afterwards
- Choose a centre of excellence model: centralised, hub-and-spoke or federated.
- Draft a decision-rights matrix.
- Write a centre of excellence charter.
You keep
- Operating Model Blueprint
- Decision-rights matrix
- Centre of Excellence Charter
What you can do afterwards
- Select one-to-one, one-to-few, one-to-many or newer deployment models by deal size, cycle and growth stage.
- Build a weighted prioritisation.
- Set tiered intensity.
You keep
- Deployment Model Selector
- Account Prioritisation Matrix
What you can do afterwards
- Map a buying group and its priorities.
- Build an insight-led account plan.
- Design multi-threaded engagement.
You keep
- Buying Group Map
- Engagement Plan
What you can do afterwards
- Design a contained pilot activation.
- Specify a minimal viable stack.
- Set data-hygiene standards.
You keep
- Activation Plan
- Minimal Viable Stack checklist
What you can do afterwards
- Build an account-based dashboard.
- Diagnose stall points.
- Write the scale plan and next-phase governance.
You keep
- Measurement Dashboard
- Scale Plan
Your time with Karol
- 2 × 60-minute one-to-ones, on your own programme
- 8 × 60 to 75-minute recorded sessions
- 8 live watch windows, Karol in the chat
Taught by someone who still delivers the work.
Karol Gajewski has spent twenty years in enterprise B2B marketing, consulting and transformation, working with global technology brands and the agencies that serve them. He runs Change MRKT, the consultancy Salient grew out of, and still delivers the work the course teaches.
He records every session, joins every watch window and runs every one-to-one himself.
Salient is the education and enablement side of that consultancy. We teach what we deliver, to the teams who have to deliver it next: vendor-neutral, practical, and built for organisations selling to other large organisations across the UK, DACH, the Nordics and Benelux.
£1,900+ VAT
Founding seat, £900 less than the standing price. Payment on booking by card or invoice.
This is the first cohort, and it is ten seats at most. The founding price is in return for honest feedback and, if the course earns it, a testimonial at the end.
Enrolment closes Friday 30 October, no extension
What you get
- Eight recorded sessions of 60 to 75 minutes, two a week over four weeks
- A live watch window after each release with Karol in the chat
- Two 60-minute one-to-ones with Karol on your own programme
- The full toolkit to keep and adapt
- The pilot-to-scale scorecard, done before the course starts, so your first one-to-one starts from your numbers
Need approval first? Ask for the one-page summary to forward.
Questions people ask before booking.
Is this a course or consulting?
A course. Karol teaches the method he uses on client work, and the one-to-ones apply it to your programme, but you do the work in your organisation. Consulting is a separate engagement through Change MRKT.
How much time will the course take?
About two and a half hours of recorded content a week for four weeks, optional live watch windows, and two 60-minute one-to-ones. Gathering your own inputs before each one-to-one takes as long as you choose to give it.
Is it live or recorded?
Both. The course sessions are recorded in short modules. Karol is live in the chat during the watch window after each release, and the two one-to-ones with Karol are live.
What if I miss a watch window or a one-to-one?
The watch window is optional and the recording stays available. One-to-ones with Karol are rebooked within the same fortnight.
Will I have to do exercises or present to the group?
No. The work is done on your own programme in your one-to-ones. There is one optional group call at the end for those who want to compare notes.
Is my information confidential?
Yes. Account names, budgets and internal detail stay in the one-to-ones and are not shared with the cohort.
Is this a certificate?
No. It is a course for people who need decisions and artefacts, not a badge.
Who is the course not for?
Not for beginners or those seeking ABM fundamentals. It assumes a running or recently piloted programme and a director-level remit.
What does the course cost?
£1,900 for the founding cohort, against a standing price of £2,800 for later intakes. The founding price is in return for honest feedback and, if the course earns it, a testimonial.
Can I buy for a team?
Yes. Use the contact form for team pricing and invoicing. Seats are limited to ten per cohort.
Can I pay by invoice?
Yes. Card payment goes through Stripe at checkout; for an invoice, use the contact form with your organisation's details and we will raise one from Salient by Change MRKT Ltd, payable before the course starts. Both routes are £1,900 plus UK VAT at 20%.
Can you invoice my company in the EU?
Yes. Card payment and UK invoices come from Salient by Change MRKT Ltd in the UK. If your organisation needs an EU invoice, we can arrange it through our company in Poland, but that route does not go through the card checkout, so use the contact form before you book and allow a few working days.
What if I cannot attend after booking?
A colleague from the same organisation can take the seat.
Do I keep the recordings and templates?
Yes. You keep the course templates and toolkit, and access to the recordings.
How big is the cohort?
Ten seats at most, so every participant gets two one-to-ones with Karol on their own programme.
What will I walk away with?
A scored maturity baseline, a business case, an operating-model blueprint with decision rights, and a scale plan for your own programme.
Do I have to do the scorecard first?
It is the fastest way to know whether the course is for you, and it is what your first one-to-one works from. Ten minutes, free, in your browser, and nothing is sent anywhere unless you choose to.
Most ABM pilots work. Most ABM pilots also stay pilots.
The course for the director who has to make it the operating model.
Enrolment closes Friday 30 October 2026. Questions, invoices and the one-page summary: use the form below.
Contact
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