EP. 107 - The Pitfalls of Under-Resourced ABM Programs

This is a podcast episode titled, EP. 107 - The Pitfalls of Under-Resourced ABM Programs. The summary for this episode is: <p>In this episode of <em>Scrappy ABM</em>, host <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> 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.</p><p><br></p><p><strong>Best Moments:</strong></p><p><br></p><p>(01:44) The second reason for ABM failure: lack of dedicated resources</p><p><br></p><p>(02:25) ABM as organizational change, not just a marketing initiative</p><p><br></p><p>(03:31) The pitfalls of assigning ABM to a single marketing manager without support</p><p><br></p><p>(04:28) The importance of executive sponsorship and cross-functional teams</p><p><br></p><p>(05:35) Starting small with a focused pilot program for better long-term success</p><p><br></p><p>(06:39) Required resources: executive sponsorship, marketing support, and sales involvement</p><p><br></p><p>(07:23) Considering customer expansion as a starting point for ABM programs</p>