The Alignment Podcast

This episode I speak with Joel Harrison, the Editor-in-chief and Co-founder for the past 15 years of B2B Marketing. His publication is the leading provider of insights, best practices, and professional development for B2B marketers. Beyond just media, B2B Marketing also offers training, conferences, advisory services, peer-to-peer networking and more.

In our conversation we discuss:

• Why alignment is more important than ever before

• Top 4 priorities B2B marketers should be focusing on in 2019

• How to determine if an ABM strategy is a fit for your business

• How to get access to the best data to ensure you're making the right decisions to position your company for growth.

Additional Resources:

B2B Marketing

Engage with Joel on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Gabe Larsen, VP of Marketing at InsideSales.com. He is also the host of the popular Sales Secrets Podcast and president of the Utah chapter of the AA-ISP. Gabe has a wealth of experience cross-functional experience in finance, consulting, sales and marketing. He is now focused on helping B2B companies leverage the power of AI to unlock their growth potential.

In our conversation we discuss:

• Is there still a need to have a delineation between the sales and marketing function?

• How to create a sales process that allows sellers to be flexible and connect with buyers on a human level

• How AI allows everyone to raise the bar and perform at a higher level

• How to get access to the best data to ensure you're making the right decisions to position your company for growth.

Additional Resources:

Sales Secrets Podcast

Engage with Gabe on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Peter Isaacson, Chief Marketing Officer at Demandbase. Peter has over 25 years of marketing experience in several different industries working with companies such as Adobe, Castlight Health, MicroStrategy and more. Peter prides himself on his consistent focus on tying marketing strategy to revenue and business results.

In our conversation we discuss:

• The head of marketing's role in aligning Sales and Marketing

• The questions marketing leaders should be asking their sales counterpart to build a more aligned partnership

• How tech has allowed us to scale our knowledge of customer insights

• How Account-based marketing (ABM) can be an effective strategy for companies of all sizes to close more business with their ideal customers

Additional Resources:

Account-based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue (book)

Engage with Peter on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Andy Paul - a founder, author, speaker, and sales acceleration strategist that has significant experience working with B2B organizations focused on growth. His latest venture, The Sales House, is the only all-in-one sales education community for the modern B2B seller.

In our conversation we discuss:

• B2B has not changed as much as we all think that it has

• Is it possible to automate the process of building trust?

• How salespeople should be using customer personas to connect with buyers

• How leaders should adjust their perspective on pipeline coverage and close rates

• The assumptions sales and marketing both make about buyers that make closing deals more difficult

Additional Resources:

The Sales House (Andy's company)

Engage with Andy on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Ryan Rhoten, an author and Chief Messaging Officer at CareerBrand. Simply put, Ryan helps B2B and B2C businesses clarify their marketing messages and create a strategy that can grow their business.

In our conversation we discuss:

• Why having a clear story is so important to making a company relevant in today's market

• Why the best products don't always win

• The importance of knowing how your buyers feel

• A story framework you can use to ensure your messaging is compelling and will resonate with buyers

Additional Resources:

"CareerKred" (Ryan's book)

Career Branding Podcast Host (Ryan's podcast)

Engage with Ryan on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Antwoine Flowers, Ph.D., who is a neuroscientist, data scientist, and founder of Elegant Theory. Antwoine works at the intersection of data analysis and machine learning engineering. He has significant experience working closely with sales and marketing leaders to understand the customer journey using statistical modeling and data mining methods.

In our conversation we discuss:

• The importance of data-driven decision making in today's b2b business

• Companies that see digital disruption as an opportunity not a burden will win with the modern buyer

• What questions leaders need to be asking to ensure they are using their data in the optimal way

• The 5-senses framework that will help you understand how to develop a strong data strategy

Additional Resources:

"Keeping Up with the Quants" (book)

"Data Science for Business" (book)

Engage with Antwoine on LinkedIn and Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Colleen Francis, Owner of Engage Selling Solutions. Colleen is a hall of fame keynote speaker, award-winning sales strategist, best-selling author, and named as one of Linkedin's Top Voices. She works with organizations and executives to create strong, consistent, and lasting sales results.

In our conversation we discuss:

• What one thing you can do to break down the silos between Sales and Marketing

• How Amazon.com has influenced the modern b2b buyer

• What sales leaders should be asking for from their head of marketing

• How increased empathy can help sales and marketing colleagues drive better results together

Additional Resources:

Nonstop Sales Boom and Honesty Sales (Colleen's books)

Engage with Colleen on LinkedIn, Twitter, and YouTube

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS | Spotify

This episode I speak with Adam Goyette, VP of Marketing at G2 Crowd. Adam has over 15 years of experience developing digital, social, and content marketing strategies that drive customer engagement, lead generation, and revenue growth.

In our conversation we discuss:

• How to transform into a more data-focused and insights-driven organization

• Getting away from vanity metrics to focus on those that are connected to business outcomes

• Ways to increase your knowledge of how buyers are interacting with you throughout the entire revenue funnel

• The best ways to demonstrate marketing ROI

Additional Resources:

Connect with Adam on LinkedIn

"4 Metrics You Must Track For Alignment" (The Alignment Blog)

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS |Spotify

This episode I speak with Paul Bickford, global director of sales and channel enablement at Oracle as well as president of Transformative Sales Solutions. Paul has trained and coached over 12,000 professionals all over the world and continues to consult with sales leaders and CEOs on sales solutions that create transformation and lead to results.

In our conversation we discuss:

• Who should be in charge of an alignment effort

• How to address a company culture that doesn't support alignment between Sales and Marketing

• How training can be leveraged to increase empathy between Sales and Marketing

Additional Resources:

Connect with Paul on LinkedIn

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher | RSS |Spotify

This episode I speak with Mike Russell, content marketer at Pivotal Writing. Mike helps marketing leaders at enterprise SaaS companies ignite more sales conversation by utilizing customer success stories.

In our conversation we discuss:

• The best way Marketing can align with Sales to produce better content

• What content must achieve to be relevant to the modern buyer

• The process you must follow to produce aligned messaging which can lead to higher value sales conversation with buyers

• When you should audit your current content library

Additional Resources:

PivotalWriting.com

Connect with Mike on LinkedIn or Twitter

Music/Production: Chris "KID" Robinson, Hitmakuzz Productions Subscribe to the podcast: Apple Podcast | Stitcher (Android) | RSS