Are you looking to increase the conversion rate of your leads? Having a hard time getting your marketing team to work well with sales? Want to have a fully integrated go-to-market effort from initial lead generation all the way through customer retention?

In this interview, Steve MacDonald interviews Nancy Maluso, a seasoned B2B marketing expert with a background as a leading CMO, a Chief Strategy Officer, a Forrester Analyst specializing in B2B GTM consulting, and former Vice President of Sales. Nancy shares her insider insights from consulting with B2B companies while at Forrester to implement sales and marketing strategies from the C-Suite.

Nancy talks about creating a 27% greater return if you have alignment on your executive level across your functional leaders.

To improve their effectiveness, B2B CMOs need to focus on collaboration, communication, and ongoing support for sales. They should have a holistic understanding of the customer beyond digital interactions. Nancy gives high-level strategic advice, combined with highly tactical suggestions like using conversational intelligence tools for listening into sales conversations between salespeople and buyers, learning how the sales story is crafted, and an ongoing study of buyer pain points and needs.

“While at Forrester and consulting with companies, I knew in the first meeting which companies would make it to an integrated go-to-market function and which ones would win just by the behavior of the sales and marketing leaders. What invariably happens is that one is not able to truly understand the value of the other.” - Nancy Maluso

Click through to learn from all nine of Nancy’s top recommendations.

Part one of this serious can be found in an Ebook, "Why B2B CMOs Fail So Quickly."

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