The Purposeful Marketing Podcast

#81: How can B2B marketers achieve marketing and sales alignment? Ft. Patrick Burns, Founder at Patrick Burns Co

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Join hosts Aaron and James as they discuss sales and marketing alignment with special guest Patrick Burns, founder of Patrick Burns Company, in the latest episode of the Purposeful Marketing Podcast. In this illuminating discussion, Patrick shares his expertise and insights on overcoming the challenges and pain points that often plague the relationship between sales and marketing teams.


Key takeaways

  • Alignment between sales and marketing is crucial for achieving revenue growth.
  • Breaking down the customer acquisition journey and assigning accountability at each stage helps optimize results.
  • Regularly reviewing data and metrics allows for objective decision-making and continuous improvement.
  • Involving sales from the beginning and speaking their language can foster collaboration and better outcomes.
  • A holistic marketing strategy that includes brand building and multiple channels is essential for long-term success.

    • The conversation kicks off with Patrick emphasizing the paramount importance of establishing a North Star metric and dissecting the customer acquisition journey to delineate specific roles and ensure accountability at every stage. By breaking down silos and fostering collaboration between sales and marketing, organizations can optimize results and drive revenue growth.

    Listeners are treated to a wealth of actionable advice as Patrick delves into the nuances of integrating data-driven decision-making processes and continuously optimizing strategies to address evolving market dynamics. From identifying larger organizational problems to navigating the delicate balance between short-term gains and long-term sustainability, Patrick offers invaluable insights gleaned from his extensive experience in the field.

    A highlight of the episode revolves around the necessity of involving sales teams from the outset and speaking their language to foster collaboration and alignment with marketing initiatives. Patrick emphasizes the symbiotic relationship between sales and marketing, underscoring the importance of leveraging their combined expertise to drive business success.

    As the discussion unfolds, Patrick delves into the intricacies of crafting a holistic marketing strategy that encompasses brand building and leverages multiple channels to generate awareness and leads. He also shares his reflections on entrepreneurship, offering invaluable advice for aspiring business owners on cultivating the right mindset and navigating the challenges of starting a business.

    You can tune in to the Purposeful Marketing Podcast for a captivating exploration of sales and marketing alignment, and unlock actionable strategies to drive revenue growth and organizational success.

    Whether you're a seasoned marketer, budding entrepreneur, or business leader, this episode offers invaluable insights to optimize collaboration between sales and marketing teams and propel your business forward.


    Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

    ~Market with purpose for the everyday practitioner ~


    Connect with the hosts:

    ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

    ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

    ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠⁠⁠


    Connect with the guest:

    Patrick Burns


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    The Purposeful Marketing PodcastBy Mary Keough, Aaron Weekes and James Boeckmann