The One-Page Blueprint for Building a Scrappy ABM Program | Ep. 180

Building an ABM engine isn’t about throwing more tools at the problem—it’s about clarity, alignment, and commitment. In this repurposed episode of Scrappy ABM, Mason Cosby joins Jorge Soto on The GTM Pack Podcast to break down the essential systems behind ABM that actually works. Mason, founder of Scrappy ABM, shares why most teams are closer to launch than they realize—and how two frameworks, the Account Progression Model and the Four D Framework, can take you the rest of the way.

You’ll hear how to gauge if ABM is right for your business, why pipeline determines your brand vs. sales mix, and the real reason sales doesn’t follow up on your campaigns. Mason also explains why podcasting isn’t the magic bullet marketers think it is—and when it is the right move. This episode is a goldmine for any B2B marketer trying to run scrappy, effective programs that actually drive pipeline.

👤 Guest Bio

Jorge Soto is the Co-Founder of AssetMule, a platform helping B2B marketing and sales teams create personalized, interactive sales assets. He hosts The GTM Pack Podcast, where he interviews go-to-market leaders on how to build smarter, faster-growing teams.

📌 What We Cover

• The checklist to determine if ABM is even right for your business
• Why average contract value, sales cycle length, and product-market fit matter
• How to align sales and marketing by understanding compensation models
• Why the Account Progression Model turns strategy into measurable motion
• How the Four D Framework (Data, Distribution, Destination, Direction) drives execution
• Why marketers should prioritize pipeline activation before brand building
• How Mason Cosby generated $8M in pipeline using Scrappy ABM’s own playbooks

• When to invest in podcasting—and when to hold off
• Why most marketers are closer to ABM readiness than they think

🔗 Resources Mentioned

• Scrappy ABM Podcast
• AssetMule.ai – Episode 130
• Brand Building vs. Sales Activation (The Long and the Short of It)
• Scrappy ABM’s Account Progression Model & Four D Framework
• 🔗 Scrappy ABM: Visit for more ABM tips and strategies.
• 🔗 Connect with Mason Cosby on LinkedIn for 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 discus