Executive Roundtables & Precision ABM

Two closed-door executive programs designed to build reputation, relationships, and revenue with priority accounts: a CFO roundtable on AI strategy for finance leaders in Toronto, and an ISV precision-ABM activation at Web Summit Vancouver for accounts AWS had historically under-served in Canada.

01The Challenge

Canada had historically seen low ROI from broad, lead-gen 3P event tactics, and senior finance leaders are notoriously hard to convene. AWS needed precision: the right people, in the right rooms, having real conversations, not volume.

02My Approach

• For the CFO roundtable: a half-day of thought leadership and interactive workshops for senior finance leaders, capped with a networking reception and a premium suite at the Maple Leafs game.
• For Web Summit: a precision-ABM pilot targeting specific executives from top ISV accounts, ensuring conference access and funneling them into exclusive AWS programming built around the AIDLC methodology.
• Elevated ABM account voices on stage to build reputation, while creating high-value 1:1 executive touchpoints.
• Coordinated logistics, agenda, speakers, and structured follow-up across multiple teams and geographies.

03The Results

The CFO roundtable filled every seat: 3 CFO/COOs, 8 VPs, and 2 senior directors. At Web Summit, 20 ABM executives and 7 ISV deep accounts engaged, together representing roughly $9.8M in active pipeline, with three accounts (Visier, Absorb, 1Password) signaling engagement intent within days. Visier's VP of Engineering connected directly with the account team to plan an AI-DLC workshop, positioning them as a potential reference customer.