(Spoiler Alert: It Starts With Relationship Building)
The challenges of sales and marketing alignment are a tale as old as time. While research shows the gap is closing, many organizations have yet to master the art of cross-organizational alignment and collaboration. But what if we told you there are a few simple things you can do to work in better harmony with your fellow customer-focused marketers, sales reps and everyone in between?
During an interview on the show floor of the 2023 B2B Sales & Marketing Exchange in Boston, Mass., host Kelly Lindenau sat down with Courtney Beasley, a long-time B2B marketer and Founder of cobe marketing, a Fractional CMO provider for B2B companies and startups, to pick her brain on sales and marketing alignment, as well as ABM and the intersection of the two.
Beasley is a longtime member of the Demand Gen Report and B2BMX community with a solid resume of VP and C-level marketing roles under her belt at companies such as Walker Sands, United Way of Greenville County and FUEL for brands. She brings 15 years of experience helping companies develop a brand that resonates and fuels customer interest. During the interview, Beasley shares:
- How there is often a break in trust and communication patterns, resulting in poor alignment across organizations;
- Why the first thing to fix is the “relationship building” aspect of alignment;
- Why there is no better way to align items than through ABM;
- The key characteristics of successful ABM programs;
- How to identify and define the right ABM strategy for your organization; and
- Much more.
Tune into this candid and fun interview to get quick and easy tips toward true alignment.
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