Pick One Account, Prove It, Scale It: Executive ABM Without the Lip Service (with Chris Moody from Demandbase) | Ep. 222

Episode notes

Scrappy ABM host Mason Cosby sits down with Chris Moody from Demandbase to confront why so many ABM programs have failed inside B2B organizations that “tried ABM” over the last five or six years. The conversation centers on executives who launch impressive strategy decks and shiny new initiatives without changing real behavior, staying close to sales, or aligning on who does what when the rubber hits the road. Chris calls out the pattern of marketing introducing “ABM” as a new object to sellers who have always focused on high-value accounts, and why that tension stalls programs before they start. ㅤ Together, Mason and Chris walk through starting with one account, proving a different, more coordinated way of working, and then scaling what actually works. They dig into buying groups, resource allocation, dedicated ABM leadership, and why celebration of wins matters. Most importantly, they offer a human test for alignment: whether sales would actually choose to spend time with marketing outside the conference room. ㅤ Guest Bio Chris Moody is the chief evangelist at Demandbase and has spent years around the ABM space, including time at TOPO and Gartner.