Why the Biggest Logos Don’t Mean the Best Accounts (with Leslie Venetz) | Ep. 197

Aug 21, 2025

In this conversation, sales strategist Leslie Venetz, author of Profit Generating Pipeline, shares her insights on why chasing big logos can be misleading. She emphasizes the importance of focusing on renewals and long-term relationships for true profitability. Leslie discusses the pitfalls of MQLs and the need for clearer marketing-to-sales handoffs. She advocates for personalized outreach strategies grounded in real relevance, encouraging teams to prioritize their most profitable customers over mere acquisition. A must-listen for anyone in sales!

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INSIGHT

Profit Comes From Longevity

The most profitable customers aren't always the cheapest or the biggest logos; longevity, renewals, upsells, and referrals drive real profit.
Prioritize accounts likely to sign multi-year deals and renew at higher rates rather than just fast net-new wins.

ANECDOTE

Service Sales Shaped Her View

Leslie's service-sales background made her own full-cycle AE and account management from day one.
That experience trained her to focus on customers who would refer, repurchase, and be pleasant to work with.

ADVICE

Don't Use MQLs As A Cold-Call Trigger

Avoid treating MQL status as the sole reason to outreach; instead ask what you've done to earn the right to their attention.
Tighten MQL criteria to ensure contacts fit ICP and check external signals (hires, leadership change) before contacting.

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Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.

Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.

This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.

👤 Guest Bio

Leslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.

📌 What We Cover

Why “cheapest customers” are rarely the most profitable
The difference between chasing big logos and finding the right accounts
How renewal, upsell, and cross-sell drive long-term revenue
Lessons from service-based sales and full-cycle account management
Why MQL processes often break down and how to fix them
The dangers of disingenuous contact-level personalization
Leslie’s three-step approach to segmentation and value prop development
How industry-specific campaigns create credibility and trust
Why the biggest logos aren’t always the best accounts for ABM programs
The type of content sales actually needs from marketing

🔗 Resources Mentioned

Profit Generating Pipeline by Leslie Venetz
Leslie Venetz on LinkedIn
Scrappy ABM: Visit 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!