Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters

This is a podcast episode titled, Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters. The summary for this episode is: <p>In this episode of <em>Scrappy ABM,</em> <a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Mason Cosby</a> sits down with <a href="https://www.linkedin.com/in/davidschase/" rel="noopener noreferrer" target="_blank">David Chase</a>, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.</p><p><br></p><h4>👤 Guest Bio</h4><p>David Chase is the Chief Marketing Officer at Workboard, where he rose through the ranks from Director of Product Marketing to CMO in just four years. He’s passionate about building effective, scalable demand generation programs grounded in customer insight and strategic execution.</p><p><br></p><p><a href="https://www.linkedin.com/in/davidschase/" rel="noopener noreferrer" target="_blank">Connect with David on LinkedIn</a></p><p><br></p><h4>📌 What We Cover</h4><ul><li>Why the demand gen rebuild happened 2.5 years into David's time at Workboard</li><li>The lean org structure: domain experts, a single growth hire, and three BDRs</li><li>How they aligned the BDR role with senior enterprise buyers</li><li>Reassessing the ICP with "years in business" as a key maturity signal</li><li>Using customer quotes and references as the foundation of all messaging</li><li>Why horizontal peer influence matters more than industry in 2025</li><li>Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder</li><li>The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls</li><li>Building a daily measurement model tied to pipeline goals and BDR activity</li><li>How the team generated 3.5x pipeline growth over two quarters</li><li>Common challenges in aligning messaging across C-suite, middle managers, and process owners</li></ul><p><br></p><h4>🔗 Resources Mentioned</h4><p>Workboard Website: <a href="https://www.workboard.com" rel="noopener noreferrer" target="_blank">workboard.com</a></p><p><a href="https://scrappyabm.com" rel="noopener noreferrer" target="_blank">Scrappy ABM</a>: Visit for more ABM tips and strategies.</p><p><a href="https://www.linkedin.com/in/masoncosby/" rel="noopener noreferrer" target="_blank">Connect with Mason on LinkedIn</a> for a conversation about ABM.</p><p><br></p><p>If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!</p>