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.
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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.
Rename Meetings To Change Behavior
- Kelly renamed a combative meeting from 'Pipeline Warriors' to 'pipeline builders' to change tone.
- The rebrand helped shift discussions toward factual troubleshooting instead of fighting.
