Ep. 72 - Building Low Budget ABM Programs w/ Inherited Tech Stacks with Sarah Sehgal | Scrappy Playbooks

In this episode of Scrappy ABM, Mason Cosby speaks with Sarah Sehgal, Director of Growth Marketing at OpenSesame, about strategies for building effective ABM programs on an inherited tech stack. They discuss mapping out all marketing and sales tools, understanding integrations and ownership, assessing current processes, and communicating internally to gain alignment.Best Moments:(01:05) The challenge of inheriting a poorly set-up tech stack in a new organization(02:39) Developing a go-to-market tech stack map with process flow and ownership views and tool responsibilities(05:58) Forming a cross-functional ABM team and the importance of internal communication for buy-in(08:32) Persuasion through credibility, audience-tailored messaging, and demonstrating value using tools like ChatGPT(15:21) Setting realistic timelines for process completion — approximately a quarter(16:26) Achieving cost savings by eliminating underused tools and building trust with the finance departmentGuest BioSarah Sehgal is the Director of Growth Marketing at OpenSesame, specializing in building scrappy and effective account-based marketing 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!