Frenemies - Where Sales and Marketing Talk
Welcome to Frenemies - the podcast where Sales and Marketing talk. Julia Hartwig believes that the B2B system is broken and that Sales and Marketing don't have to be Frenemies. That's why she sits down once a week to uncover how Sales and Marketing can be more aligned, how to create impactful campaigns, and industry news.
Frenemies - Where Sales and Marketing Talk
#16 Sales and Marketing Alignment with Jillian Als
In this episode of Frenemies Julia is joined by Jillian Als, the VP of Marketing at Tricent. The two discuss how Marketing leaders can approach and ensure a close alignment between Sales and Marketing in B2B SaaS companies. They talk about their challenges they had working with Sales, the main benefits of a close alignment, and how their relationship with the Sales department has changed over the course of their careers.
The topics discussed in this episode:
- Why alignment needs to come top-down and bottom-up
- Chemistry as crucial element for collaboration
- Why KPIs are the foundation for alignment
- An effective meeting structure that enables alignment
- Should SDRs be part of Sales or Marketing?
- The challenges of working together with Sales
Follow Jillian on LinkedIn for more insights: https://www.linkedin.com/in/jillianals/
