For this sixth episode of our podcast I am glad to welcome Jeff Davis, Sales & Marketing alignment optimization expert based in Chicago and founder of the Sales Marketing Alignment Summit (SMA Summit). In this podcast, Jeff and I exchange views about how to deeply and concretely improve the collaboration and comprehension between your sales and marketing forces. I am giving you one hint: sumo wrestling team building is not enough…
You have probably read a lot about how to improve sales and marketing alignment (including this beautiful article I wrote on Jeff’s blog in January ). It is one of the most concerning topics for any sales, marketer, manager, CMO, CFO, CEO (for everyone basically) for different reasons:
- The success of sales and marketing alignment 90% relies on the ability of the human kind to handle change, to be open-minded and to trust other counterparts, while their objectives can be fairly different (‘generate MQLs in FY2017’ vs. ‘generate revenue for Q4’),
- It all comes from the top, and we know that change the mindset of any top management is a real challenge,
- Sales and marketing non-alignment is VERY expensive for a company, and makes the difference between fairly successful companies and the most successful and admired companies.
Those are the points that Jeff and I tried to cover during this sixth episode of our BtoB Marketing Sales Podcast. Now I will stop writing and let you listen to it. Enjoy BtoB Marketing Sales people!
[Podcast is also available on iTunes: LISTEN now!]