Scrappy ABM is all about practical playbooks that don’t break the bank. In this conversation, host Mason Cosby welcomes Ryan George, CMO of Docupace, to break down how cohort analysis reshapes both sales strategy and long-term customer expansion.
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Ryan explains how a board-driven request turned into a framework that now guides sales focus, ABM campaigns, SDR targeting, and even M&A decisions. Together, Mason and Ryan explore the balance of quantitative data and qualitative insights, the challenges of execution and alignment, and why sometimes the most important outcome is knowing where not to invest.
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Listeners will hear first-hand how Docupace built four customer cohorts, used them to inform revenue forecasting and cross-sell strategy, and applied the same lens to merger evaluations. The discussion shows how cohort analysis can simplify a complex market and provide a clear cipher for resource allocation, product journeys, and long-term planning.
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Ryan George is the Chief Marketing Officer at Docupace, a leading digital operations technology provider for the wealth management industry. With deep expertise in financial services marketing, Ryan has led strategies for growth, retention, and profitability. He brings a unique perspective on aligning teams, using data for expansion, and turning complex markets into clear opportunities.
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