Full-Funnel B2B Marketing Show Episode 166: Misaligned Despite Our Best Intention. How to fix the marketing and sales silos with ABM with Mason Cosby
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Jul 3, 2025 
Mason Cosby, co-founder of Scrappy ABM, specializes in helping boutique businesses streamline sales and marketing efforts. He discusses the common pitfalls that lead to misalignment between these teams, like differing goals and compensation issues. The conversation underscores the importance of aligning sales urgency with marketing strategy for long-term growth. With actionable insights on account segmentation and collaboration, Cosby offers practical steps to operationalize this partnership, ensuring both teams drive effective revenue generation together.
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Core Causes of Misalignment
- Marketing and sales misalignment often results from miscommunication, differing goals, and compensation disconnect.
- Teams say the same words but mean different things, leading to functional friction.
Silos Undermine ABM Success
- Silos are the root problem causing failed ABM programs.
- Wish list account syncing and lack of personalized engagement hinder true account-based marketing.
Visualize to Align Teams
- Visualize and align marketing and sales language before building programs.
- Use multiple communication formats to accommodate different learning styles and foster shared understanding.
