In this episode of B2B Marketing Futures, we dive into one of the most persistent challenges in the marketing world: Sales & Marketing Alignment.
Our panel of seasoned marketers explores the real-world breakdowns that often occur between sales and marketing teams, from misaligned lead definitions to ineffective handoffs and shares how they’ve built bridges through trust, shared rituals, and smarter processes.
Participants:
• Sawsan Hamawandy – Growth Marketer at HowNow, focused on empathetic lead handoffs, automation, and creative demand gen strategies.
• Noah Thomas – Head of Growth Marketing at Xpana, leading content and ABM with a deep focus on cross-functional collaboration and full-funnel performance.
• Elisabet Mas Porté – Digital Marketing Senior Manager at DSM-Firmenich, driving digital transformation in traditional B2B manufacturing environments.
• Scott Ferguson – Head of Marketing at Pelion, bringing structured sales collaboration models from the world of telco, IoT, and cybersecurity.
Together, they unpack:
• The biggest friction points between sales and marketing today
• Proven rituals and frameworks that create true alignment
• How to design campaigns and data strategies that actually support revenue
• The one thing they’d fix about the sales-marketing dynamic if they could
💡 Whether you’re a marketer, a seller, or a team leader bridging the gap, this conversation offers powerful insights into building a go-to-market engine that truly works together.
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