#140: Getting sales and marketing working better together - Demand Gen mini-series Ep.12

The B2B Playbook

Sales and Marketing alignment is the holy grail for an organization. When the two work together, the business benefits enormously by having a much more efficient method of acquiring new customers.

But the reality of most organisations is the two teams are often at odds with each other. Marketing are pressured to generate 'leads' right now, often forcing their hand to pass onto sales low-intent leads that have little interest in buying. Sales are just looking for 'hot deals' to meet their quotas, and become disgruntled with marketing after their leads feel like a waste of time.

Today we're going to share (in our experience) a framework for how the two roles can become more aligned, and start work as one revenue team. We'll start by diving into some misconceptions as to how sales and marketing should work together. We'll then provide our framework and advice on how the two can collaborate better. Finally, we'll give you the metrics sales and marketing should share, and finish with some practical tips on how marketing can keep a closer working relationship with sales.

To illustrate these concepts, we share a real-life examples - and plenty of drawings on the whiteboard!

This is pt.12 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.

Tune in and learn:

+ Where Sales and Marketing teams go wrong working together

+ How to define the roles of sales and marketing

+ Shared reporting for the two teams and a meeting agenda

This episode is a must-watch for any B2B marketer looking to level up their demand generation efforts and work closer with sales.

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00:00 The Ultimate Guide to Sales & Marketing Alignment

03:32 Busting Myths: What Sales & Marketing Really Do

06:52 Why Marketing Isn't Just the 'Make It Pretty' Department

09:13 Aligning Goals: The Foundation of Success

11:10 Targeting Together: One Team, One Dream

13:11 Defining Roles: Who Does What in B2B

15:30 Closing the Loop: Real-World Insights Matter

17:30 Shared Metrics: The Key to Unity

20:40 Sales Enablement: Making Content That Converts

22:22 FAQs: Your Secret Weapon for Alignment

23:20 Weekly Meetings: Short, Sharp, and Productive

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S06 E140 - The B2B Playbook

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