On this episode of Scrappy ABM, you’ll hear Mason Cosby on Scale Your Sales with Janice B. Gordon, where he shares a brutally honest take on what causes most ABM programs to fail—and why that failure is the right place to start. From sales comp misalignment to over-engineered target lists, Mason breaks down why focusing on fewer, better-fit customers creates more momentum and less churn.

Mason also offers specific, repeatable plays: how to track champions who leave your client companies, how to earn 15+ referrals per quarter with a single list, and why getting “access” in sales is a marketing problem in disguise. If you’re in marketing, sales, or anywhere in a revenue team, this episode’s full of real strategies and red flags—straight from the front lines of ABM.

👤 Guest Bio

Janice B. Gordon is the host of the Scale Your Sales podcast, where she helps CEOs, CROs, and sales leaders grow revenue through key account expansion and customer-centric strategies.

📌 What We Cover

Why Mason starts every pitch with “here are all the ways ABM programs fail”
The counterintuitive power of trying to talk buyers out of working with you
How to identify and remove small customer roadblocks before selling big ideas
Why most “account-based marketing” is just high-volume sales with a new name
The difference between reflective accounts and unexplored opportunities
Two overlooked ABM plays: champion tracking and referral mapping
The dangers of mismatched compensation between sales and marketing
How Mason handles misaligned teams during the sales process (or walks away)

Resources:

🔗 Scrappy ABM: Visit for more ABM tips and strategies

🔗 Scale Your Sales Podcast

🔗 Connect with Mason on LinkedIn: for 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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