MarTech Podcast ™ // Marketing + Technology = Business Growth Why Marketing wants Sales to love them (and why they’re just not into us).
Sep 1, 2025
Kelly Hopping, CMO of Demandbase and co-author of 'Yes, It's Your Fault,' discusses the persistent divide between sales and marketing. She shares three crucial strategies for alignment: using shared pipeline metrics, restructuring RevOps for independent reporting, and leveraging AI tools for better efficiency. Hopping emphasizes building trust and communication between departments, advocating for a collaborative approach to drive business growth and streamline operations. Her insights promise to reshape how teams work together for success.
AI Snips
Chapters
Books
Transcript
Episode notes
Make Pipeline The Shared North Star
- Align both teams to a single pipeline metric so everyone shares responsibility for revenue.
- Pipeline becomes the universal KPI that removes finger-pointing and focuses troubleshooting.
Lead By Showing Partnership
- Make leadership model partnership and avoid public blame in cross-team meetings.
- Tell teams to focus on situations and solutions, not finger-pointing.
Run Weekly Funnel Reviews
- Run regular, factual funnel reviews to find leakage and solve macro problems.
- Include sales leadership, marketing leadership, and RevOps to keep the discussion data-driven.
