Episode 107 - The Pitfalls of Under-Resourced ABM Programs

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In this episode of Scrappy ABM, host Mason Cosby discusses the second most common reason why Account-Based Marketing (ABM) programs fail: lack of dedicated resources. In this AMA episode, he emphasizes the importance of executive sponsorship, cross-functional collaboration, and starting small with a focused pilot program to ensure ABM success.

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01:44 The second reason for ABM failure: lack of dedicated resources

02:25 ABM as organizational change, not just a marketing initiative

03:31 The pitfalls of assigning ABM to a single marketing manager without support

04:28 The importance of executive sponsorship and cross-functional teams

05:35 Starting small with a focused pilot program for better long-term success

06:39 Required resources: executive sponsorship, marketing support, and sales involvement

07:23 Considering customer expansion as a starting point for ABM programs

Transcript not available.