In this episode we interview Kelley Hippler, Chief Revenue Officer, on what real sales and marketing alignment looks like when revenue is the shared scoreboard.Â
What you'll learn in this episode:
- Why buyer behavior makes alignment non optional when 80 percent of the journey happens before sales enters the chat
- How to set shared revenue goals so marketing stops optimizing for leads and starts optimizing for outcomes
- The simple meeting rhythm that keeps marketing close to the forecast and close to what deals need
- How Forrester’s CMO team used Salesforce to spot late stage pipeline and proactively help reps close
- Warning signs you are misaligned like content requests that become expensive shelf decorations
- How a plan on the page helps you say no to shiny ideas without killing creativity
- Where marketing can drive value after the deal through retention advocacy and expansion
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