EP. 83 - Overcoming Analysis Paralysis in ABM with Brandee Sanders | Scrappy Playbooks

Scrappy ABM

In this episode, host Mason Cosby is joined by Brandee Sanders, an award-winning CMO and CRO, to discuss strategies for overcoming analysis paralysis and building effective ABM programs with limited resources.

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Best Moments:

(03:04) Defining ABM as more than just a target account list, emphasizing executive sponsorship and sales alignment

(09:14) Avoiding shiny object syndrome and focusing on decisiveness when starting an ABM program

(11:13) Setting clear expectations and goals with sales, customer success, and product teams for a successful ABM

initiative

(16:45) The importance of creating a high-trust environment for ABM to thrive, with collaborative leadership and change management

(20:06) Low-trust environments and their negative impact on ABM success, often leading to analysis paralysis

(25:07) The difficulty of transitioning from low-trust to high-trust environments and the lessons learned from challenging experiences

(28:02) Recognizing that implementing ABM involves organizational change and potential conflict, but the goal should be fighting the problem together, not each other

(31:09) The extraordinary payoffs of engaging in a high-trust environment with cross-functional collaboration for ABM

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Guest Bio:

Brandee Sanders is an award-winning CMO (now at Apromore) and CRO with over 10 years of experience building incredible ABM programs across various organizations. She shares her insights on overcoming analysis paralysis, fostering trust and alignment between teams, and achieving success with limited resources.