GTM Alignment: A Sales Leader POV
The relationship between sales and marketing remains a make-or-break aspect of B2B go-to-market success (or failure).
The quality of that relationship is often determined early in a leader's tenure, so it's essential for both sales and marketing leaders to know how to engage and build a constructive partnership.
We're excited to welcome Jen Shapiro, VP Strategy and Client Solutions at UnboundB2B. Earlier in her career, she led successful sales teams at companies including Forrester/SiriusDecisions, and worked closely with both marketing and sales leader clients at hundreds of companies, as well as with her counterparts in marketing. Jen will talk with us about how to build a collaborative working relationship across the GTM functions, and how to keep the customer at the center. She'll also provide tips for new leaders to help those looking to make a faster impact in their roles.
0:00 Introduction
02:07 Poll Discussion
07:01 What advice would you give to new leaders for collaborating with go-to-market functions?
08:28 What headwinds prevent companies from sales-marketing collaboration?
13:55 How do you view measurement and goals for ABM?
16:17 Should go-to-market goals be shared or individual for sales and marketing?
20:37 What insights can you share on ICP work for existing customers?
23:38 How can marketing help with customer expansion efforts?
26:10 What's one actionable thing leaders can do today to improve alignment?
