B2B Marketing with Dave Gerhardt
Fixing the Disconnect Between Marketing and Sales with Talya Heller
May 15, 2025
Talya Heller, founder of Down to a T, is a B2B consultancy expert skilled in converting competitive positioning into effective sales tools. In this discussion, Talya dives into why typical sales decks and battle cards often fail and offers innovative replacements. She emphasizes the role of empathy in buyer enablement and outlines her unique framework for aligning marketing, sales, and product teams. Talya also shares insights on creating impactful assets that truly resonate with sales teams, urging marketers to consider the buyer's perspective.
41:01
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Quick takeaways
- Talya Heller emphasizes the importance of creating targeted sales assets that empower internal champions and facilitate buyer enablement through empathy.
- The podcast highlights the need for marketers to develop usable and clear sales tools, like competitive positioning maps, to bridge the gap with sales teams.
Deep dives
Challenges for B2B Marketers
B2B marketers face increasing pressure to achieve more with fewer resources, budgets, and tighter timelines, while still expected to grow pipelines. This paradox leads marketers to feel overwhelmed as they are often told to do less, yet still meet ambitious goals. The shift towards platforms like Webflow illustrates the need for marketing and design teams to simplify their workflow and consolidate tools to maximize efficiency. Leveraging a unified platform allows teams to build, launch, and optimize websites effectively without heavy reliance on development resources.
