Are We Really Aligned? Why Visualizing Strategy Beats Talking About It (with Christina Bottis and Chris Geraci from Mural) | Ep. 178

Visualizing alignment is more than a buzzword—it’s a necessity in the new world of ABM. On this special Scrappy ABM panel, Mason Cosby is joined by Christina Bottis and Chris Geraci from Mural to tackle why so many marketing and sales conversations feel aligned in the room, but fall apart in execution. When remote work removes the whiteboard and hallway chats, teams risk leaving with different images in their heads—even when everyone thinks they’re “100% on the same page.”

Hear candid stories from the trenches: launching ABM strategies in the chaos of COVID, why PowerPoint slides aren’t enough, and how Mural’s teams now center everything on visual artifacts. Mason Cosby, Christina Bottis, and Chris Geraci dig into the hard questions—what does “alignment” look like, who actually owns which metrics, and how do you build trust when marketing’s metrics feel like “Instagram versus reality” to sales? This episode is packed with raw moments, practical rituals, and surprising truths about empathy, human connection, and why the best digital experiences are also the most human.

👤 Guest Bio

Christina Bottis, Chief Marketing Officer at Mural

With two decades of B2B tech experience, Christina Bottis brings a belief that ABM is just good strategy. Her hands-on marketing and sales experience shape a focus on mutual empathy and bridging the gap between digital plans and real human resonance.

Chris Geraci, VP of Sales at Mural

Chris Geraci has spent 15 years in SaaS sales and leads the new land team at Mural. He brings a passion for building high-performing teams, fostering trust, and turning ABM strategies into repeatable, team-driven successes—especially when remote work challenges traditional alignment.

📌 What We Cover

• The danger of “alignment” as just a conversation, not a shared visual
• How remote work exposed the flaws in assuming everyone is on the same page
• Using visual artifacts to turn ABM strategy into a single source of truth
• Translating customer journeys into actionable, co-owned plans
• Weekly pipeline meetings, trust-building, and measuring what really matters
• The power of empathy: seeing the world through sales and marketing eyes
• Building rituals—icebreakers, honest feedback, and shared Slack channels—for stronger team culture
• Co-creation: making it impossible to blame or credit just one team when you win or lose
• Why B2B needs to “get creepy” about users and go beyond firmographics
• Small experiments, learning from failure, and the value of repeatable motions

🔗 Resources Mentioned

• Mural
• "Five Dysfunctions of a Team" by Patrick Lencioni (referenced in discussion)
• LUMA methods (referenced for brainstorming and refining team processes)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason Cosby on LinkedIn for a conversation about ABM

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