Leadership isn’t taking marketers seriously because the conversation isn’t happening in their language. On this episode of Scrappy ABM, host Mason Cosby lays out a practical framework to shift how marketing programs are presented to align with executive priorities. Drawing from his experience generating $25 million in tangible revenue and leading a team responsible for more than $100 million, Mason explains how to reframe your work around six core leadership concerns: sustained organizational growth, efficiency, profit, attracting and retaining top talent, fostering a positive culture, and continued innovation.

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Listeners will walk away with clear, repeatable ways to prove marketing’s value, tie programs to measurable business outcomes, and protect budgets when inevitable cuts arise.

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📌 What We Cover

• Why leaders value repeatable, predictable results over one-shot campaigns
• How efficiency compounds when systematic programs run quarter after quarter
• The importance of targeting the most profitable customers in partnership with finance
• How high-profit customers create happier employees, stronger brands, and talent magnet effects
• The link between customer satisfaction and positive company culture
• Why customer similarity enables meaningful innovation and actionable feedback
• How to frame marketing initiatives in monthly meetings to secure executive buy-in
• Practical ways to tie every win back to the six leadership priorities

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🔗 Resources Mentioned

• Scrappy ABM: scrappyabm.com
• Connect with Mason on LinkedIn: Mason Cosby

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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!