The Revenue Leadership Podcast with Kyle Norton E15: The Blueprint for Sales and Marketing Alignment with Kyle Lacy, CMO of Jellyfish
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Jan 8, 2025 Kyle Lacy, CMO of Jellyfish, brings his extensive SaaS and brand marketing experience to discuss the synergy between sales and marketing. He highlights how storytelling fuels brand growth while technology must preserve human creativity. The conversation explores the evolution of marketing strategies, balancing short-term ROI with long-term brand-building. Lacy also addresses the impact of AI on branding, advocating for a blend of data-driven insights and authentic creativity to enhance organizational performance.
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Support Big Bets
- Sales leaders should support marketing's creative, even illogical bets, like billboards or Super Bowl ads.
- These bets are essential for brand building and long-term growth, even if the ROI isn't immediately clear.
Joint Budget Decisions
- Sales and marketing leaders should collaborate on budget allocation, viewing sales and marketing spend as one.
- Discuss how to best use funds, considering headcount, enablement, and creative campaigns together.
Attribution Modeling
- Use attribution modeling as one input among many, not the sole source of truth, when making decisions.
- Regularly review and adjust the model, especially as sales cycles change, and avoid a "set it and forget it" approach.
