Why 80% of ABM Programs Fail (and How to Build One That Works) with Mason Cosby

In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, Michael is joined by co-host Mike Rizzo for a candid conversation about why most Account-Based Marketing programs fail and how teams can fix them.

Their guest is Mason Cosby, Founder and CEO of Scrappy ABM, a leading voice challenging conventional ABM thinking. Mason shares why roughly 80 percent of ABM programs launched in recent years have not delivered results, why most companies already have what they need to succeed, and how to build a scalable ABM program without buying new technology.

The discussion cuts through hype to focus on fundamentals, targeting discipline, organizational alignment, and realistic execution. Mason breaks down his practical framework for identifying best customers, avoiding common ABM pitfalls, and rebuilding programs that are stuck in the messy middle.

In this episode, you will learn:

• Why most ABM programs fail before they ever have a chance to work
• What the 70% to 75% of existing tools and data most companies already have actually looks like
• How to identify the best customers using simple, objective criteria
• Where ABM programs break down when alignment is missing
• How to measure ABM success without overcomplicating the model
• What role does AI really play in modern ABM efforts

This episode is ideal for Marketing Ops, RevOps, demand generation, and GTM leaders who want a practical, realistic approach to ABM that works at any stage without unnecessary complications.