Ep #93: Aligning Marketing to Product and Sales with One Framework w/ Ashley Stepien

Identify the common threads. Ashley noted that while working as a consultant, she noticed that almost every marketing organization faced the same common pain points. Throughout her career, she’s recognized the need to stay focused on three core issues: engaging with customers, supporting sales organizations, and building a strong organization with the ability to scale and grow over time.

Hold one another accountable. When working in a team setting, holding one another accountable to your overarching goals is essential. Ashley mentioned that with every new campaign or program they launch, she and her team always ensure that they are keeping the customer’s voice top of mind, and holding each other accountable to this mission is critical.

The customer experience has changed. In recent years, customers have become more savvy and educated than they ever have been before in history. This has presented a new challenge for marketers and an opportunity to lean into the organic side of creating the customer experience through excellent content. As Ashley mentioned, not everyone has cracked the code just yet, but things are moving in the right direction.