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How to Strategically Align Sales and Marketing in B2B

May 4, 2020

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In most B2B companies, sales and marketing aren’t strategically aligned.  In this podcast Kevin Knieriem shows how to repair sometimes warring factions.  This program is for Sales and Marketing Management.

One of the biggest challenges we've seen is the silos between sales and marketing. I ask Kevin how he sees some of the leading companies addressing this conundrum-- And, how is he seeing them overcome and actually create stronger bonds and cohesion between sales and marketing.

We also talk about how he's starting to create and operationalize revenue operations in his own company. He tells us a little bit about what he's seen and experienced including a set of best practices of how to take what can often be good strategic alignment between sales and marketing and really bringing it down to a tactical level like getting going from, "we agree to revenue responsibility across departments at S-K-O" to, what do we do on Tuesday?

He shares some keys to helping make sure operational alignment happens on a day to day tactical level.

I think finally we're seeing a number of places where AI is having real practical applicability and it feels more accessible to organizations.

I also ask him, are there other applications of AI he sees specifically and are there additional elements that may be more theoretical now, that he thinks in the next 1-3 years are going to become more reachable?


Sales Pipeline Radio is hosted by Matt Heinz of Heinz Marketing which is a program on the Funnel Radio Channel.  Heinz Marketing is the sponsor of Sales Pipeline Radio.

Heinz Marketing   Funnel Radio Podcast Channel by the Funnel Media Group, LLC