EP. 70 - Content Mapping, Org Alignment, and Who Gets The Credit with Olga Karanikos, CMO of SalesScreen

In this episode of Scrappy ABM, host Mason Cosby interviews Olga Karanikos, CMO of SalesScreen, about lessons learned from relaunching their ABM program. Listeners can expect to learn best practices around aligning sales and marketing, building account-based lists, developing targeted content, and overcoming challenges with attribution.==========================================================================================Best Moments:(02:04) The importance of alignment between sales and marketing when implementing an ABM strategy(07:03) Scoring accounts based on firmographics, intent signals from their website, and sales team input(09:29) Starting with content mapped to different stages of the account progression model(11:59) Using a digital salesroom to provide customized collateral to advance opportunities(18:43) Attribution focused on joint success rather than who should get credit(21:16) Ongoing alignment through regular check-ins between sales and marketing==========================================================================================Guest Bios:Olga Karanikos is the CMO of SalesScreen, a sales gamification software company.