Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.
Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.
This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.
👤 Guest Bio
Leslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.
📌 What We Cover
- Why “cheapest customers” are rarely the most profitable
- The difference between chasing big logos and finding the right accounts
- How renewal, upsell, and cross-sell drive long-term revenue
- Lessons from service-based sales and full-cycle account management
- Why MQL processes often break down and how to fix them
- The dangers of disingenuous contact-level personalization
- Leslie’s three-step approach to segmentation and value prop development
- How industry-specific campaigns create credibility and trust
- Why the biggest logos aren’t always the best accounts for ABM programs
- The type of content sales actually needs from marketing
🔗 Resources Mentioned
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