OnBase: Smashing Sales and Marketing Misalignments Ep. 477 | Using Intent Data and AI to Maximize Revenue
Episode Summary This episode discusses the evolving role of marketing and how it is adapting to changes in buyer behavior and new technologies like AI. Jens Olivarius shares insights from his extensive career in marketing leadership roles. Key topics include the importance of understanding buyer intent, being relevant and creative in communications and aligning sales and marketing efforts through shared goals and processes. There is discussion about how AI can enhance jobs by automating repetitive tasks and improving products. The importance of focusing marketing efforts on the right target accounts and cutting wasteful spending rather than resources is also covered.
About the guest
Jens Olivariusis the CMO at FE fundinfo, previously being part of the Executive team at MDM Solutions company Stibo, and CMO at SimCorp, a global investment management IT solutions company, following an 18-year career with SaaS Institute where he undertook a variety of sales and marketing roles both in the US and Denmark. He presently resides in the beautiful city of Copenhagen.
Key takeaways
- Marketing is evolving due to shifts in buyer control and the need for more relevant, creative communications
- Tactics like email are still relevant when used strategically, targeting the right audience at the right time
- AI can enhance jobs by automating repetitive tasks, freeing up time for creativity and strategic work
- Aligning sales and marketing is crucial through shared goals, processes, and a focus on customer experience
- Understanding buyer groups within organizations leads to more effective engagement
- Cutting wasteful spending, not resources, is important when budgets are tight
Quotes
"AI took my job to new levels. And I think that's really what it's about, to a large extent. It's about a new technology, a new set of tools out there that can help you increase productivity." -Jens Olivarius
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