OnBase: Smashing Sales and Marketing Misalignments Ep. 482 | The Blueprint to Sales and Marketing Harmony
Episode Summary In this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but most companies still operate in silos. John also dives into common mistakes made with account-based marketing programs when they are treated as solely a marketing initiative. He outlines why traditional metrics like marketing qualified leads are outdated.
About the guest
John Common, CEO and founder of Intelligent Demand brings 20 years of expertise in growth strategy, technology, marketing, sales, and customer success. His career focuses on driving measurable revenue growth for tech and service firms, both internally and as an agency partner. Under his leadership, Intelligent Demand has emerged as a premier revenue growth agency, prioritizing its people, culture, and client success. John also hosts "Growth Driver," a podcast for B2B executives eager to drive growth, featuring thought leaders and experts.
Key takeaways
- B2B growth requires cross-functional alignment and collaboration, but most companies still operate in silos due to a lack of clear go-to-market strategy and leadership.
- Common mistakes with account-based marketing programs include treating it as solely a marketing initiative, not setting clear growth goals, and relying on outdated metrics like MQLs.
- Companies need to critically examine their assumptions around go-to-market approaches and commit to developing integrated growth strategies, as traditional playbook methods are no longer effective.
Quotes
"B2B growth is a team sport, there is no go-to-market motion where cross-functional alignment is not." -John Common
Recommended Resource
Books
-Kotler on Marketing by Philip Kotler.
-Sales Pitch by April Dunford.
-Obviously Awesome by April Dunford.
Podcast
-Growth Driver
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