Ep. 72 - Building Low Budget ABM Programs w/ Inherited Tech Stacks with Sarah Sehgal | Scrappy Playbooks

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.

Best Moments:

(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization

(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities

(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in

(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT

(15:21) Setting realistic timelines for process completion — approximately a quarter

(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance department

Guest Bio

Sarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing programs.