In this episode of Scrappy ABM, host Mason Cosby talks with Peter Mollins, CMO at SetSail, about how to develop effective feedback loops between sales and marketing teams. They discuss the importance of alignment on key definitions, goals, and processes to make collaboration easier.

Best Moments:

(00:05) Groundbreaking ABM approaches without breaking the bank

(01:09) Effective Feedback Loops with Sales Teams

(02:00) Tips for Sales and Marketing Alignment

(03:50) Defining Account Progression Models for Effective Sales Feedback

(05:24) Balancing Feedback Between Marketing and Sales

(07:43) Importance of Feedback in Sales and Marketing Alignment

(10:34) Feedback Loop Between Marketing and Sales

(13:52) Building Trust Between Marketing and Sales Teams

(16:11) Importance of Shared Definitions and Culture in Marketing and Sales Alignment

(17:50) Building Effective Feedback Loops in Marketing Organizations

(19:24) Effective Feedback Strategies for Product Improvement

(21:56) Starting an ABM Program: Customer-Centric Approach

(23:43) Discussion on the Importance of Asking Dumb Questions in Marketing

Guest Bio:

Peter Mollins is the CMO at SetSail, a data and AI solution for sales teams to capture insights from customer interactions and inform better sales conversations.