Frenemies - Where growth meets reality
Welcome to Frenemies - the podcast where growth meets reality. Julia Hartwig believes that the B2B system is broken and that strategy and execution don't have to be disconnected. At the center of Frenemies stands one goal: uncovering the alignment trap most SaaS companies face within their go-to-market functions.
That's why Julia sits down with a guest every second week to uncover the key topics driving alignment and industry news.
Frenemies - Where growth meets reality
#16 Sales and Marketing Alignment with Jillian Als
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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/
