Sunny Side Up

Episode Summary In this episode of Sunny Side Up, Tara Quehl interviews Harsha Chachadi on all things ABM. Harsha emphasises the role of strategy over technology in ABM, introduces the 5 “W” Framework, and shares insights from his journey with FM Global. He discusses the importance of understanding your audience, tailoring content, choosing the proper communication channels, and timing. Addressing the challenges of recent market volatility, Harsha champions a customer-centric approach in our current information-saturated era, suggesting that businesses must pivot from product promotion to genuinely addressing customer needs. About the Guest Harsha leads Global Marketing Campaigns and ABM at FM Global, to support retention, renewal, growth, and profitability goals. With close to 20 years of experience across ABM, large deals, digital, social, industry and product marketing, demand generation, business analysis, presales, and account management he rolls with ‘Customer is the center of our universe’, ‘focus on a