177: Marketing + Sales Is Aligned And Well | Rhiannon Staples and Carrie Seifer

Dan is back with the CMO and CCO of GWI, Rhiannon Staples and Carrie Seifer.

The conversation explores the current state of B2B marketing and sales alignment, as well as the trends and challenges in the industry. The guests discuss the need for personalized and targeted messaging in a noisy market, the difficulty of reaching prospects on the phone, and the importance of building trust and loyalty with customers. They also emphasize the importance of a unified go-to-market team and transparent communication between sales and marketing. The guests share their experiences of working together and solving disagreements through open-mindedness, vulnerability, and a focus on problem-solving. In this conversation, Carrie Seifer and Rhiannon Staples discuss the importance of having a plan to overcome disagreements and move forward. They emphasize the need to consider the customer's perspective and to bring insights and solutions to the table. They also highlight the importance of communication and collaboration between sales and marketing teams, and the need for a culture of accountability and mutual support. They discuss the changing profile of individuals being hired, with a focus on combining creativity and analytics. Carrie and Rhiannon share their personal journeys and early sales experiences, highlighting the importance of empathy and understanding in sales and marketing roles.

Takeaways

The standardized playbook for B2B marketing no longer works in a noisy market, and personalized and targeted messaging is key to attracting buyers.

Reaching prospects on the phone has become increasingly difficult, and alternative channels like text messages are becoming more prevalent.

Building trust and loyalty with customers requires a unified go-to-market team and transparent communication between sales and marketing.

Open-mindedness, vulnerability, and a focus on problem-solving are essential in solving disagreements and building a strong working relationship. Having a plan can help overcome disagreements and move forward.

Considering the customer's perspective can lead to different outcomes.

Communication and collaboration are key for sales and marketing teams.

A culture of accountability and mutual support is important for success.

Combining creativity and analytics is crucial in marketing roles.

Empathy and understanding are essential in sales and marketing.

Chapters

00:00 Introduction and Setting the Stage

01:12 The Shift to Personalized Messaging in B2B Marketing

07:53 Building Trust and Loyalty in a Hybrid Work Environment

13:18 The Power of a Unified Go-to-Market Team

15:46 Transparent Communication: Solving Disagreements and Driving Success

29:27 Considering the Customer's Perspective

30:29 Communication and Collaboration between Sales and Marketing

32:43 Creating a Culture of Accountability and Support

35:02 The Changing Profile of Individuals in Sales and Marketing

40:09 The Importance of Empathy and Understanding