Scrappy ABM, hosted by Mason Cosby, welcomes bestselling author Leslie Venetz, who wrote Profit Generating Pipeline. Together they break down what it really means to find and grow your most profitable customers.

Leslie challenges the mindset of chasing “cheapest” or “biggest” customers, showing why renewal, upsell, and long-term partnerships define true profitability. Drawing on her background in service-based and SaaS sales, she explains why sales and marketing teams must shift from quick wins to sustainable relationships.

This conversation covers how to fix the marketing-to-sales handoff, why MQLs often miss the mark, and what it takes to operationalize personalization at scale. With practical strategies on ICP clarity, segmentation, and industry-specific campaigns, Leslie and Mason reveal how to move from spray-and-pray tactics to revenue strategies that actually work.

Leslie Venetz is the author of Profit Generating Pipeline and a USA Today bestselling author recognized as the 2024 Sales Innovator of the Year. With a career spanning service-based and SaaS sales, Leslie built her philosophy around full-cycle accountability, customer retention, and the belief that sellers must “earn the right” to their buyer’s attention. She shares daily insights on LinkedIn and can be found at salesledgtm.com/book.

• Why “cheapest customers” are rarely the most profitable
• The difference between chasing big logos and finding the right accounts
• How renewal, upsell, and cross-sell drive long-term revenue
• Lessons from service-based sales and full-cycle account management
• Why MQL processes often break down and how to fix them
• The dangers of disingenuous contact-level personalization
• Leslie’s three-step approach to segmentation and value prop development
• How industry-specific campaigns create credibility and trust
• Why the biggest logos aren’t always the best accounts for ABM programs
• The type of content sales actually needs from marketing

• Profit Generating Pipeline by Leslie Venetz
• Leslie Venetz on LinkedIn
• Scrappy ABM: Visit for more ABM tips and strategies.
• Connect with Mason 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 discussions. Don’t forget to leave a review and share this episode with your team or fellow marketers!

ABM is a trust engine, but building it right takes patience, sponsorship, and more groundwork than most expect. In this live episode of Scrappy ABM, host Mason Cosby sits down with Ryan Gunn and Amanda “Chuck” Palmarchuk for a full retrospective on an ambitious ABM program launched in late 2020.

Together, they revisit a program that started with $0 pipeline after six months and ultimately influenced $7M within 18 months. They unpack what worked — executive sponsorship, a sharply defined target account list, and tightly documented operations — and where they’d hit rewind: overinvesting in tech, misaligned expectations, and the pain of forcing MQLs into a sales pipeline.

Whether you’re building ABM from scratch, stuck in the middle, or scaling with momentum, this conversation reveals both the early signals that matter and the long-game reality required to see real impact.

Ryan Gunn is the founder of Attribution Academy, an education platform helping HubSpot users learn how to tie marketing activity to revenue. He’s known for demystifying marketing attribution and helping teams prove their impact.

Amanda “Chuck” Palmarchuk is Head of Strategy at Scrappy ABM, with nearly two decades in marketing and seven years specializing exclusively in account-based marketing. She’s helped organizations at all stages — from building ABM programs from scratch to refining them for revenue impact.

• The core truth of ABM: awareness first, trust always
• Breaking into a new market segment without existing relationships
• Why executive sponsorship and consultant authority shaped success
• Building a tight, tiered target account list (~200 accounts total)
• How mind mapping and workflow planning prevented ops breakdowns
• The cost of overinvesting in tech before strategy is proven
• Resetting unrealistic expectations when early pipeline is slow
• Measuring influence and account penetration alongside revenue
• Recognizing seasonality and its role in pipeline timing
• Lessons for aligning sales and marketing without creating friction

• Scrappy ABM — Visit for more ABM tips and strategies
• Connect with Mason 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 discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!

Scrappy ABM shares an insightful crossover from the Becoming a Hiring Machine podcast, where Mason Cosby joins Sam Kuehnle to discuss how account-based marketing (ABM) principles create stability, profitability, and scale for recruiters. Mason explains why ABM is the most efficient way to do B2B, how ethical selling drives conviction, and why niching down can lead to stronger positioning and better customers. Through his own experience building Scrappy ABM from the ground up, Mason reveals how to replace bad clients with high-value partnerships, increase lifetime value, and build a predictable pipeline without adding unnecessary expenses or headcount.

Listeners will hear two powerful frameworks — the account progression model and the four D’s of ABM — along with practical advice on pricing, targeting, and scaling. This episode equips recruiters and service businesses with the mindset and tools to transform their growth strategies while avoiding the pitfalls of traditional acquisition methods.

📌 What We Cover

• Why account-based marketing is the most efficient way to approach B2B recruiting
• The role of ethical selling and conviction in building lasting client relationships
• How niching down leads to better results and stronger positioning
• Common acquisition strategies recruiters use before adopting ABM
• Who ABM works for, the importance of product/message market fit, and ideal contract values
• Overcoming internal pushbacks and misalignment between marketing and sales
• The account progression model for guiding prospects from awareness to closed deals
• The four D’s framework: Data, Distribution, Destination, and Direction
• Practical steps for building a target account list and reducing client escalation risk
• How to measure success and pipeline stability over time

🔗 Resources Mentioned

• Loxo
• Scrappy ABM
• 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 discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!