In this episode, Celeste Berke welcomes Mason Cosby to discuss the intersection of marketing and sales. Mason shares his insights on helping companies build account-based marketing programs without a hefty tech stack. He emphasizes the importance of laying the right foundation and addressing the handoff between marketing and sales. Mason's "crawl, walk, run" approach to ABM is backed by real market feedback, establishing his unique position in the industry. Join Celeste and Mason as they delve into the challenges and myths surrounding ABM, the significance of change management, and the indicators that suggest the need for Mason's expertise.