If you’ve ever walked into a meeting with sales, presented a flawless marketing plan, and left with nothing but frustration, you’re not alone. On this episode of Scrappy ABM, host Mason Cosby reveals the five biggest reasons sales teams won’t buy into marketing programs—and what to do about it.

From definitions that don’t match up, to time horizons that clash, to calendars that feel empty or overwhelming, Mason explains how small misalignments create major breakdowns in trust. He also walks through the reality of seasonality, why pipeline timing matters, and how compensation structures can make alignment almost impossible.

This is a blunt, practical breakdown of what really drives the disconnect between marketers and sales—and how to fix it before your next big plan gets ignored.

📌 What We Cover

How miscommunication over basic terms like “lead,” “MQL,” and “opportunity” destroys trust
Why marketers think in months and years, while sales lives in days, weeks, and quarters
The difference between an empty calendar for marketers versus sellers—and what it signals
How seasonality shapes when sales teams will and won’t buy into your programs
Why sales compensation structures can make collaboration impossible
The starting point Mason recommends for solving alignment issues

🔗 Resources Mentioned

Scrappy ABM: Visit ScrappyABM.com for more ABM tips and strategies
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!

EP. 144 - Callie Carpenter, design engineer in the medical device industry