Aligning Sales and Marketing in B2B

Explore the integration of sales and marketing efforts in the B2B landscape in this episode of The Future of B2B Marketing podcast. Our panel of experts discusses practical strategies for improving collaboration between these traditionally separate departments.

Our Guests:

• Ali Hussain, Senior Vice President of Strategy at The Marketing Practice, examines the challenges of aligning different departmental metrics and introduces the four 'Rs' as a potential common ground.
• Emanuela Mathieu, Senior Digital Marketing Manager at Forgerock, talks about the effectiveness of the 'pod' structure for teamwork and the necessity for mutual understanding and communication.

Read the report here: https://bit.ly/47neHn1

Time notes:

Aligning Sales and Marketing: Insights from B2B Leaders

Executive Summary

[00:00 - 00:42]

Introducing the Experts

[00:42 - 01:39]

Key Insights on Alignment

Adopting a "pod" structure to encourage cross-functional teamwork

[02:06]

Recognizing misaligned metrics and incentives as roadblocks

[24:04]

Fostering empathy and two-way communication between departments

[35:18]

Valuing creative ideas but grounding them in data and strategy

[37:38]

Committing to ongoing education and transparency

[48:13]

The Way Forward

[49:51 - 50:00]

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