This episode of the Founder's Corner Podcast Corner featured Meredith Dennis, the Founder & CEO of Compression Marketing.
KEY TAKEAWAYS:
- Things are going to take longer than you want them to. In most cases you’re going to have to be patient as you grow your business. There’s lots of choices to make and lessons to learn.
- Carve out time for the admin tasks. Meredith gives herself a “CEO day” to handle all of the housekeeping and administrative to-dos that build up throughout the week.
- Shared ownership between teams is key. Traditionally, marketing & sales teams have been in charge of separate areas of the business. Today’s most successful companies have shared ownership between marketing & sales functions.
- More collaboration between teams is required. Teams that can link together, learn from each other, and work together ultimately perform better.
- Marketing AND sales. The teams that are succeeding today really leverage the “AND” piece of marketing and sales. This collaboration provides a much more cohesive experience for the customer and the company brand overall.
- Trust is built on open lines of communication and transparency. Each team member must be willing to learn from each other and break down the silos that exist between teams.
- Utilize job shadowing. It’s really valuable for marketers to sit in on sales meetings and pitches, and vice versa. It creates understanding and empathy for the other jobs.
- Hold standing meetings between marketing & sales. These meetings should be structured around the customer experience and what the various team members are seeing from customers. You should also talk about how far the team is from the goal and what needs to be done to get there.
- Create aligned metrics. The marketing and sales teams should have shared responsibility for outcomes. KPIs like revenue, lead quality, lead volume, average order value, and touch points/conversion rates are good to track and both teams can help improve them.
- Serve info in small doses. Often marketing teams can overload sales teams with information. The key is to give only the information the sales team needs, in the right dosage.
- Create a flow between marketing and sales. Marketing can learn from sales teams about what really matters to customers and they can help get testimonials. Direct customer input is crucial to creating better marketing content.
EPISODE RESOURCES:
- Compression Marketing: https://www.compressionmarketing.co/
- Meredith Dennis’s LinkedIn: https://www.linkedin.com/in/meredithdennis/
ABOUT YOUR HOST:
If you’re new to this show, my name is Eli Clark. I’m the co-founder and CEO of onebridgeaccounting.com.
I graduated from college Summa Cum Laude and in 2023 jumped into the deep end by starting OneBridge Accounting with my business partner Cromwell Barredo.
In this podcast I sit down and interview marketing firm and agency leaders from all over the world. Why? Because I want to deliver insights to help you level up and build the agency of your dreams.
And candidly, we’d like to be there to support you along the way. If you want to learn more about what we do, then connect with me on LinkedIn and I’ll send you some of our best stuff: https://www.linkedin.com/in/eliclark1000/
CHAPTERS
00:00 Intro
02:01 Meredith’s Background
04:05 What is Compression Marketing?
05:53 Unexpected challenges
09:07 Collaboration between marketing & sales
11:41 Where does the lack of alignment come from?
14:00 How to create alignment
16:04 Creating feedback loops between teams
19:24 How to structure collab meetings
22:50 Aligning metrics and KPI’s
26:15 Overcoming communication breakdowns
30:22 Collaborating on marketing & sales content
32:32 Meredith’s contact info
LISTEN TO THE PODCAST:
- Apple Podcasts: https://podcasts.apple.com/us/podcast/the-founders-corner/id1819767641
- Spotify: https://open.spotify.com/show/3qhTJEH7Wu8ktNOx9M1Nik
- Amazon Music: https://music.amazon.com/podcasts/253304b6-ad60-445b-855c-5580b3614c65/the-founder%E2%80%99s-corner
DISCLAIMER:
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