Jorge Soto, Co-Founder of AssetMule and host of The GTM Pack Podcast, talks with Mason Cosby about the essentials of building an effective ABM program. They discuss the importance of aligning sales and marketing teams, emphasizing clarity and commitment over just using more tools. Mason introduces two frameworks, the Account Progression Model and the Four D Framework, to streamline strategy and measurement. They also explore why many teams underestimate their readiness for ABM and why podcasting isn't always the answer for marketers.
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volunteer_activism ADVICE
Check ABM Fit First
Verify your business fits ABM by checking if you're B2B with a dedicated sales team and an average contract value of $50,000 or more.
Ensure you have product-market fit, a longer sales cycle, and a clear market focus before investing in ABM.
volunteer_activism ADVICE
Align Sales and Marketing Teams
Align sales and marketing by understanding sales compensation and buyer lifetime value to acquisition cost ratio.
Address sales motivation issues to improve marketing and sales collaboration effectively.
volunteer_activism ADVICE
Use Account Progression Model
Map all marketing tactics onto the Account Progression Model to identify what stage each tactic targets.
Use a chart with stages versus Data, Distribution, Destination, and Direction to visualize and execute ABM strategy tactically.
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Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.
You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.
👤 Guest Bio
Jorge Soto is the Co-Founder of AssetMule, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.
📌 What We Cover
The checklist to determine if ABM is even right for your business
Why average contract value, sales cycle length, and product-market fit matter
How to align sales and marketing by understanding compensation models
Why the Account Progression Model turns strategy into measurable motion
How the Four D Framework (Data, Distribution, Destination, Direction) drives execution
Why marketers should prioritize pipeline activation before brand building
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!
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