Revenue Rebels: On the Record Sales Podcast
Fixing the relationship between sales & marketing - with Bill Macaitis
Aug 13, 2021
Bill Macaitis, former CMO of Slack, Zendesk, and Salesforce, shares insights on the fractured relationship between sales and marketing. He discusses why these teams often clash and the importance of shared accountability. Bill highlights the need for innovative branding in the B2B sector and the role of sales in Product-Led Growth environments. He also examines emerging trends in SaaS, showcasing promising startups like BetterUp that are revolutionizing mental health coaching. It's a deep dive into aligning teams for greater success.
30:44
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Quick takeaways
- Collaboration between sales and marketing can be improved by redefining metrics and establishing shared goals to foster teamwork.
- Reorganizing teams under a unified leadership structure enhances customer experience by breaking down silos and promoting a customer-first mindset.
Deep dives
The Power of Counter Protests in Sales Strategy
An interesting sales strategy was executed when a public speaking engagement for Mark was unexpectedly canceled by Oracle. Instead of losing the opportunity, a counter-protest effort was hastily organized, demonstrating adaptability and creativity in sales tactics. The team arranged a protest event across the street to garner media attention and a packed audience, utilizing this as a platform to promote their agenda. This quick reaction not only preserved the brand's narrative but also spurred significant press coverage, showcasing how innovative responses can turn challenges into opportunities.
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