Sales & Marketing Alignment
Aaron shed light on the importance of understanding the audience to drive success. The conversation highlighted the critical role of marketing in driving business outcomes and the need for a cultural shift towards recognizing marketing's impact on revenue generation. Joining forces, they navigated through the complexities of modern marketing strategies, emphasizing the value of executive buy-in and data-driven decision-making.
00:00 Introduction
02:08 Poll on budget planning process for 2022
07:07 Making the case for additional marketing investment
12:06 Utilizing the honeymoon period in a new marketing leadership role
16:16 Conversations with private equity firms on marketing strategy
22:51 Setting aligned objectives for marketing goals
28:56 Implementing large account based marketing methodology
15:01 Understanding the audience for success
17:08 Focus on upsell and cross-sell opportunities
21:00 Measuring marketing impact on cross-sell and upsell
24:55 Compensation alignment with revenue contribution
26:00 Overcoming challenges in measuring influence on upsell and cross-sell
29:54 Shifting mindset for marketing impact validation
