In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...
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In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...
FxF 15 - Why ABM Programs Fail: The Brutal Truth About Strategy, Targeting, and Tech | Mason Cosby, Scrappy ABM
Revenue Xchange
31 minutes
3 months ago
FxF 15 - Why ABM Programs Fail: The Brutal Truth About Strategy, Targeting, and Tech | Mason Cosby, Scrappy ABM
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 st...
Revenue Xchange
In this week's episode of the Revenue Xchange, host Davis sits down with Hailey McDonald, SVP of Growth Marketing at Marigold. Together, they unpack how top go-to-market teams are breaking down silos by organizing around buyers instead of org charts, and why traditional alignment isn't enough anymore. Key Takeaways: 1.) Buyers Don't Care About Your Org Chart: GTM dysfunction starts when teams ask "what do we need?" instead of "what does the buyer need?" Organizing around buyer behavior, trig...
