EP. 70 - Content Mapping, Org Alignment, and Who Gets The Credit with Olga Karanikos, CMO of SalesScreen

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.==========================================================================================Best Moments:(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input(09:29) Starting with content mapped to different stages of the account progression model(11:59) Using a digital salesroom to provide customized collateral to advance opportunities(18:43) Attribution focused on joint success rather than who should get credit(21:16) Ongoing alignment through regular check-ins between sales and marketing==========================================================================================Guest Bios:Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.

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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!