When revenue goals get missed, teams scramble to assign blame — usually across departmental lines. That’s why this episode of Scrappy ABM hosted by Mason Cosby was titled “It’s All Your Fault.” But instead of finger-pointing, this panel unpacks why taking ownership — not blame — is the key to alignment and performance.

In this expert panel, Laura Erdem of Dreamdata, Sarah Sehgal of OpenSesame, and Kacyn Goranson of BetterUp share firsthand challenges of marketing attribution, compensation models, and what alignment really looks like in high-growth B2B companies. The episode explores how misaligned incentives, unclear definitions, and siloed data are blocking collaboration — and how these leaders are actively solving it.

If you're navigating friction between sales, marketing, and ops, this episode offers practical frameworks, tactical tips, and a refreshing dose of honesty.

👤 Guest Bios

Laura Erdem is the Director of Sales (US) at Dreamdata, where she brings a seller’s lens to B2B attribution and sales-marketing alignment. She's known for building strong cross-functional partnerships and speaking with marketers daily to fix broken revenue collaboration.

Sarah Sehgal is Director of Growth Marketing at OpenSesame, a leading e-learning platform focused on corporate skills and career development. With a background in sales and over a decade in marketing, Sarah brings a cross-functional perspective to ABM, ops, and revenue programs.

Kacyn Goranson is Vice President of Marketing and Demand Generation at BetterUp. With over 16 years of experience in B2B SaaS, she’s held roles across demand gen, ops, and SDR management — giving her a wide-angle view on the systems and strategies that drive sustainable growth.

📌 What We Cover

Why “it’s all your fault” is actually a mindset shift — and a leadership advantage
Org charts and team dynamics: how each guest’s marketing and sales teams are structured
How company size impacts alignment, attribution, and communication workflows
Why outbound is now an operational project — not just a sales motion
The tension between comp plans and collaboration — and what to avoid
How to measure the “unmeasurable” work like podcasts, LinkedIn, and events
Why “gut feeling backed by data” is the new north star
How to use call recordings, Gong triggers, and Slack channels to track anecdotal wins
The surprising power of visual strategy maps, glossary docs, and restating decisions live
Why good ABM requires sales at the table — and why good marketing starts with trust

🔗 Resources

Scrappy ABM: Visit for more ABM tips and strategies

Connect with Mason on LinkedIn: Start a conversation about ABM

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!

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