Episode 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost Programs

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In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program.

Throughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account’s potential.

Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success.

Guest Bio:

Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.

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03:38 - The role of sales in an ABM program

06:40 - Practical week-to-week relationship between marketing and sales

10:53 - Importance of cross-functional collaboration in ABM

14:07 - Developing an effective target account list

16:18 - The value of focusing on closed-lost accounts

Transcript not available.