Aligning Teams Around Customer Cohorts for Real Revenue Impact (with Ryan George) | Ep. 211

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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👤 Guest Bio

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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📌 What We Cover

• Why a recapitalization process pushed Docupace to build a cohort analysis
• The 14 factors (quantitative and qualitative) used to segment enterprise clients
• Four distinct cohorts: behemoths, core market, scalers, and limited-upside firms
• How the analysis reshaped sales strategy, resource allocation, and ABM campaigns
• Using cohorts to target SDR outreach and open new doors
• Aligning marketing, sales, and relationship management through repeated reinforcement
• How compensation structures shape alignment across teams
• Leveraging cohort analysis for forecasting, CRM integration, and cross-sell strategy
• Applying the same framework to M&A evaluations and knowing when to say no

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🔗 Resources Mentioned

• Docupace
• Ryan George on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn for a conversation about ABM.

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