Online course: Fix ABM measurement with funnel attribution and outcome modeling
Capture lost revenue, revive stalled accounts and attribute ROI
Instructor: Mason Cosby
Generated $15M+ in sourced revenue at 16X ROI, helped launch the #1 marketing podcast in the U.S., and drove $3M in pipeline with 7.5X ROI for Parsable.
Build conversion models, forecast results, and track account progression. Accurately report and demonstrate value to decision-makers
- Define program-specific success metrics that reflect awareness, engagement, or pipeline acceleration
- Track account progression with CRM tagging and stage-based attribution
- Model conversion outcomes to set realistic expectations and guide planning
- Design dashboards that show impact early and secure stakeholder buy-in
Trusted by marketers at
Most ABM teams track the wrong metrics.
The results are stalled accounts, imprecise reporting, and missing buy-in from sales and leadership.
This course shows you how to fix that.
Across two sessions, you’ll learn how to measure ABM programs by intent, track account movement through the funnel, set up conversion models, and build dashboards and reporting that prove impact.
This is what marketers said after our live workshops and courses
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Growth Marketer | MBA | Product Owner
“What a great session, and what an incredible week at CXL… what I enjoy the most is this:
Being around curious minds, leaving inspired to test, putting ideas into practice. having conversations that sharpen your thinking, asking (a lot of) questions, sorry, not sorry…
The SEO + n8n session gave me a lot to think about… honestly, I feel like a machine.”
AI/B2B Marketing Programs
“Officially CXL Certified in Redesigning Marketing Workflows for AI.
A great deep-dive into building AI into marketing the right way… rethinking the workflows from the ground up.”
PR & Marketing | MBA
“How is AI affecting the role of a marketer? I have seen this question asked a hundred times and rarely seen a credible answer. CXL ran a webinar this week that actually delivered one.
It had a bit of a cold shower effect, just data and a clear-eyed look at where things are.”
Growth Experimentation | 500+ A/B Tests
“CXL changed my life. I’m not exaggerating, it actually did…
I got so deep in the content that a year later, in a completely unexpected turn of events, I was hired by Speero. Boom. Easily a 50x ROI right there.
CXL doesn’t mess around. They prioritize quality over quantity to make a real impact on your career.”
Here is what other marketers said
Course overview
Watch it on your schedule
Come away with a clear ABM measurement framework, a practical conversion model, and reporting tools to track account progress and prove your impact to leadership.
SESSION 01
Context-driven metrics and stage-based attribution
Most ABM teams measure everything the same way, no matter the program. Learn how to align metrics with intent and track account progress through your funnel.
Learn how to:
- Match metrics to program goals, whether awareness, engagement, or pipeline acceleration
- Define clear success signals for different types of ABM plays
- Use CRM tagging and workflows to track account movement
- Spot where accounts stall in the funnel and why
- Explain measurement choices to stakeholders with confidence
SESSION 02
Conversion modeling and real-world reporting
Attribution models often oversimplify ABM. Forecast conversion outcomes and build reporting that proves impact without drowning in data.
Learn how to:
- Build a baseline conversion model for accounts across awareness, engagement, and pipeline stages
- Scenario-plan different outcomes to set realistic expectations
- Identify early indicators that a program is on track
- Build dashboards that highlight progress without overcomplication
- Report on ROI in a way that builds trust and buy-in
Meet your instructor
Mason Cosby builds marketing programs that deliver millions using the Scrappy ABM Methodology.
Mason specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the Marketing Lead at numerous boutique, bootstrapped businesses, Mason has sourced over $20M in the past 3 years.
Some of his accomplishments include:
- Mason’s team helped a client launch a podcast that became the #1 marketing podcast in the U.S. and sourced over $1.5M in revenue in the first year.
- He generated over $15m in sourced revenue at a 16x ROI on headcount, technology, and media spend since 2022.
- Scrappy ABM teamed up with Parsable to scale campaigns despite limited resources. In six months, the effort drove a $3M pipeline, $330K revenue, and a 7.5X ROI, paving the way for Parsable’s acquisition.
CXL is where you learn to ship what’s working today.
You get training built for execution.
Led by the top 1% of marketers from leading brands and agencies.
Every course is designed for tangible outcomes: higher conversion rates, faster growth, and smarter decisions. Based on what’s truly filling pipelines, generating demand, and building brands that dominate their categories.
You’re not learning theory. You’re shipping what’s already proven to work.
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL
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