HIGHLIGHTS

01:51 Defining the voice of the customer

06:17 Reconciling marketing and sales and elevating both to be more effective

11:06 Flash points in the marketing and sales relationship

15:04 Case study: Marketing launches a misaligned product for the market

22:29 Understand the voice of the customer to reveal the real target market

28:10 Strategies to champion the voice of the customer as a priority

32:42 Know the voice of the customer by asking them authentic questions

35:17 Define who you are and who you are not

36:55 Book you should read now: Ikigai: The Japanese Secret to a Long and Happy Life

QUOTES

11:31 "Marketing in general tends to be more of a long game. You have to be planful in order for things to really do well. The lead time on that and the planning affiliated with that is much more significant in comparison to sales."

12:46 "I think the piece that (sales teams) don't really understand or think about is kind of more, and this is I think what really elevates the marketing side of things is defining the customer, figuring out the customer journey."

19:59 "I think the sooner that marketing can kind of get in and that ideation phase of things and earlier on in the gate process, I think the better off those projects tend to be versus, hey, we're getting in at gate three or even gate four."

24:11 "Understand what is your addressable and kind of what is your sweet spot and not feeling bad around, we're not going to do this right now, I think really enables you to penetrate deeper and better and to establish those partnerships."

33:05 "I think asking questions in a way that are not leading the witness I think are really important and asking very open-ended questions and not directing it toward you specifically... but rather, who is your favorite business partner that you work with?"

Follow the link below to learn more about Jessica.

• LinkedIn - https://www.linkedin.com/in/jessicalynnmarshall/

This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future.

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Curious, a group of B2B marketers helping their clients define a conversation that is unique, relevant, and honest with their ideal customers. They then help their clients find their ideal audience to start the conversation by pushing content through the most efficient channels, whether that be traditional or digital.