Summary
In this episode of Growthology, Carlos Hidalgo interviews Brandon Redlinger, the new VP of Chili Piper. They discuss the importance of understanding and prioritizing the customer experience, the changing landscape of B2B buying, and the need for marketers to have a sales background. They also touch on the challenges of aligning marketing and sales, the value of continuous customer research, and the potential benefits of incorporating commissions into marketing compensation packages. Overall, the conversation emphasizes the importance of evolving marketing strategies and approaches to meet the ever-changing needs of customers.
Keywords
customer experience, B2B buying, sales background, marketing and sales alignment, customer research, commissions in marketing compensation
Takeaways
Understanding and prioritizing the customer experience is crucial for success in B2B marketing.
The B2B buying landscape is changing, with more buyers preferring to make purchases online without interacting with a salesperson.
Having a sales background can make marketers more effective by helping them understand the needs and motivations of sales reps.
Aligning marketing and sales requires continuous communication, empathy, and a focus on shared goals.
Continuous customer research is essential for staying informed about customer needs and preferences.
Incorporating commissions into marketing compensation packages can incentivize the right behaviors and drive alignment with sales.
Sound Bites
"Companies that are doing well rely on culture more than anything right now."
"I run into more marketers, especially, who just seem to not be having fun in their roles and in what we're doing."
"Starting out in sales, I really understand and have lived in the shoes of a sales rep."
Chapters
00:00 Introduction and Common Background
02:55 The Importance of Culture and Fun in Marketing
08:53 The Value of a Sales Background in Marketing
14:55 The Changing Landscape of B2B Buying
21:56 Prioritizing the Customer Experience
28:53 Building Trust and Alignment in a New Role
35:01 Incentivizing the Right Behaviors in Marketing
37:48 Evolving Marketing Strategies and Approaches
