EP. 141 - SALES & ABM ALIGNMENT: How to Win with Target Account Lists & Closed-Lost Programs

In this episode of Scrappy ABM, host Mason Cosby interviews Jim Gilkey, the official account executive of Scrappy ABM. They discuss the critical role of sales in ABM, how to strengthen marketing-sales alignment, and practical strategies for implementing a high-impact ABM program.Key Discussion Points:00:03:38 - The role of sales in an ABM program00:06:40 - Practical week-to-week relationship between marketing and sales00:10:53 - Importance of cross-functional collaboration in ABM00:14:07 - Developing an effective target account list00:16:18 - The value of focusing on closed-lost accountsThroughout the conversation, Mason and Jim emphasize the power of co-creation between marketing and sales, starting with small ABM pilot programs, and maintaining rapid feedback loops to optimize results. Jim highlights the importance of clear communication across teams and how leveraging past relationships can provide unique insights into an account’s potential.Jim also shares his framework for developing a target account list, focusing on quick wins and accounts with prior engagement. He explains why launching a closed-lost program can generate early pipeline wins and momentum for long-term ABM success.Guest Bio:Jim Gilkey is the official account executive of Scrappy ABM. With experience spanning marketing, sales, and account management within ABM-driven organizations, Jim brings a unique perspective on aligning go-to-market teams. He previously hosted the Account-Based Beverages podcast and worked at Terminus, where he advised clients on ABM execution. Jim is passionate about helping teams build scalable, revenue-driving ABM programs.

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Welcome to Scrappy ABM – your source for groundbreaking approaches to ABM that don't break the bank. ABM shouldn't cost $200K in technology to even get started. If you want to get started with ABM or make your program better without a massive budget, you're in the right place.Each week, you'll hear from some of the brightest minds in the marketing world who are redefining ABM, achieving incredible results with untraditional methods, limited resources, and a whole lot of creativity.This isn't a show about how much you can spend on fancy tech or overhyped tools. Instead, it's about celebrating creative problem-solving and the scrappiness it takes to get ABM right. We'll dive into how these marketing leaders built robust ABM strategies with limited resources, revealing the actionable insights that led to their biggest wins.So, if you're a marketer ready to challenge the status quo, or an entrepreneur looking to scale your business through efficient and effective marketing strategies, Scrappy ABM is the show for you.Get ready to discover ABM strategies that are lean, impactful, and utterly transformative. Remember, it's not about the budget, it's about the mindset. Let's get scrappy!