In this episode of Frenemies Julia is joined by Jillian Als, the VP of Marketing at Tricent. The two discuss how Marketing leaders can approach and ensure a close alignment between Sales and Marketing in B2B SaaS companies. They talk about their challenges they had working with Sales, the main benefits of a close alignment, and how their relationship with the Sales department has changed over the course of their careers.

The topics discussed in this episode:

• Why alignment needs to come top-down and bottom-up
• Chemistry as crucial element for collaboration
• Why KPIs are the foundation for alignment
• An effective meeting structure that enables alignment
• Should SDRs be part of Sales or Marketing?
• The challenges of working together with Sales

Follow Jillian on LinkedIn for more insights: https://www.linkedin.com/in/jillianals/