Driving Revenue with ABM: Marcelo Fernandes on Personalization vs Scale

Marcelo Fernandes, Vice President and Global Head of Adoption & Account-Based Marketing at SAP, brings over 25 years of experience driving marketing strategies for global enterprises. In this interview, he explores the evolution of ABM, the balance between personalization and scale, and how data-driven marketing fuels revenue growth, customer engagement, and long-term brand success. It’s a pleasure to have you join us for this interview series, Marcelo. Could you please share a bit about yourself and your journey as a GTM leader? It’s my pleasure. I have more than 25 years of experience and have worked for many companies (SAP, Microsoft, Huawei, Ericsson, etc.) leading marketing teams in Latin America and currently in a global role. I’ve been running several types of initiatives since the times of printed media until today, with digital marketing. In these companies, I mostly promoted solution-oriented portfolios looking to create brand awareness and demand generation to support the sales process and create market share increase.