Break the silo: Integrate marketing strategy organization-wide

This week on the SBI Sales and Marketing podcast, we speak with Robin Saitz, the chief marketing officer at Brainshark, about how to integrate a marketing strategy with a corporate strategy, a product strategy and a sales strategy—something Brainshark does for thousands of companies, including half of the Fortune 100s out there.

We start by discussing how Robin connects the dots between vision and mission when crafting a functional approach to corporate strategy, product strategy, sales strategy and marketing strategy.

With this four-part marketing strategy laid out, we then talk about how Robin’s actually integrates her marketing strategies with a product roadmap and incorporates input from the sales organization into her marketing plan.

From there, Robin shares some tips on selling a strategic marketing plan internally, from the CEO to the product leader and the sales leader. We conclude by examining the first three steps leaders need to take when developing a solid four-part marketing strategy.

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