In this episode of B2B Marketing Futures, senior revenue and marketing leaders come together for a roundtable conversation on “Sales and Marketing Alignment”, unpacking one of the most persistent challenges in modern B2B organizations: how to get sales and marketing teams truly working as one.

From breakdowns in communication and pipeline ownership to misaligned incentives and lead qualification, the discussion explores where alignment often fails and why these gaps continue to impact growth.

The panel dives into the structures, frameworks, and shared definitions that help bridge the divide, highlighting how approaches like MEDDIC, clear Ideal Customer Profiles, and mapped buyer journeys can create stronger collaboration across teams.

Participants:

• Dick Dunkel, VP Revenue Enablement at Altana

• Greg Dziwulski, Sr. Integrated Marketing Manager at Everpure (formerly Pure Storage)

• Kirsty Dawe, CMO at Lead Forensics