# Building an Enterprise ABM System with a Team of Two

> Kevin Jong designed a closed-loop operating system at Genesis Computing that connected account context, buyer signals, personalized experiences, field action, and performance feedback.

- Canonical article: https://kevinjong.com/work/genesis-abm-system/
- Author: Kevin Jong
- Independent source: https://www.mutinyhq.com/case-studies/how-genesis-built-an-enterprise-abm-program-with-a-team-of-two
- Topics: enterprise ABM, agentic GTM, demand generation, account personalization, closed-loop analytics

## Outcomes

- More than 20 personalized account pages created in one day.
- 3x increase in outbound meeting booking rate.
- 80% reduction in asset creation time.

These outcomes are reported in Mutiny's independent Genesis Computing customer story linked above.

## Constraint

Genesis needed an enterprise-grade account-based motion, but the marketing team consisted of two people without dedicated design, development, analytics, or marketing operations support. The operating question was how context could move from signal to useful field action without losing judgment or quality.

## Architecture

The system brought CRM fields, account research, call transcripts, intent signals, campaign performance, and field feedback into one operating model. AI accelerated research and production, while templates and human review preserved relevance and brand quality.

1. Capture account context, buyer behavior, and field intelligence.
2. Interpret fragmented signals into a clear account thesis and next action.
3. Activate personalized experiences and equip sellers at the moment of need.
4. Learn from response and performance data and feed it into the next cycle.

## Field Effect

Personalized pages that once required more than a week of cross-functional handoffs could be created in a day. Follow-up assets could be ready while an active deal still had momentum, and the field received material grounded in actual account context instead of generic automation.