Scrappy ABM Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters
In this episode of Scrappy ABM, Mason Cosby sits down with David Chase, CMO of Workboard, who shares how he stood up an entire demand generation program from scratch—two and a half years into his tenure.
👤 Guest Bio
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.
Connect with David on LinkedIn
📌 What We Cover
- Why the demand gen rebuild happened 2.5 years into David's time at Workboard
- The lean org structure: domain experts, a single growth hire, and three BDRs
- How they aligned the BDR role with senior enterprise buyers
- Reassessing the ICP with "years in business" as a key maturity signal
- Using customer quotes and references as the foundation of all messaging
- Why horizontal peer influence matters more than industry in 2025
- Leveraging the Accelerate event as a pipeline driver, content generator, and customer community builder
- The simple but effective channel xmix: email, LinkedIn, paid media, webinars, and cold calls
- Building a daily measurement model tied to pipeline goals and BDR activity
- How the team generated 3.5x pipeline growth over two quarters
- Common challenges in aligning messaging across C-suite, middle managers, and process owners
🔗 Resources Mentioned
Workboard Website: workboard.com
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Connect with Mason on LinkedIn for a conversation about ABM.
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