Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172

Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.

Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.

If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.

👤 Guest Bio

• Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.

📌 What We Cover

• Why most ABM programs fail at measurement before they even begin
• The six-stage account progression model: from awareness to closed revenue
• Why display ads to cold accounts won’t book meetings (and what to do instead)
• Common sense ways to measure ABM with spreadsheets and ad platforms
• The crawl-walk-run framework for measurement maturity
• The difference between MQAs and MQLs — and why it matters
• Why one-to-one measurement at the awareness stage is usually a waste
• The tech you need (and don’t need) to start measuring ABM effectively
• How to build reporting dashboards for marketing, sales, and executives
• Why Mason insists on admin-level CRM access in every client engagement

🔗 Resources Mentioned

• G2 (for intent signals and review data)
• HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)
• ZoomInfo, LinkedIn Sales Navigator (list-based triggers)
• 6sense, Warmly, R-B2B (anonymous website visitor tracking)
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason on LinkedIn: Start a conversation about ABM.

If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!