FxF 15 - Why ABM Programs Fail: The Brutal Truth About Strategy, Targeting, and Tech | Mason Cosby, Scrappy ABM
Description
In this week's episode of the ForgeX Files, host Davis sits down with Mason Cosby, Founder and CEO of Scrappy ABM. Together, they unpack why most ABM programs crash before they ever take flight.
Key Takeaways:
1.) Leadership Buy-In is Essential: ABM programs often collapse when they are initiated without strong sponsorship from senior leadership.
2.) One Person ≠ Strategy + Ops + Content: Expecting a single ABM lead to manage strategy, operations, and content without a supporting team is a structural failure.
3.) Target Accounts Are NOT a Wishlist: Selecting accounts that do not resemble your best customers results in wasted investment and misaligned efforts.
Closing Note: Mason offers a direct and practical assessment of why ABM often falls short. The root causes are clear: poor strategic planning, fragmented execution, and unrealistic targeting. For GTM leaders seeking to build durable ABM programs, this episode outlines the critical foundations required for long-term success.
United States
