Tim Davidson, Senior Director of Marketing at Directive, and Adam Goyette, Founder of Curdis, discuss product-led growth, creating a seamless buying experience, and the importance of alignment across teams. They explore topics such as the effectiveness of free trials, KPIs for a good buying process, and what customer-led growth means. They also share their best SaaS purchasing experience and provide advice for marketers.

Adam Goyette, founder of Growth Union and former marketing leader at G2 and Help Scout, shares insights on bridging the gap between sales and marketing. He discusses why marketing often drives unqualified demos and how to align marketing efforts with sales feedback to enhance content creation. Adam also emphasizes the importance of balancing brand building with conversion goals and the need for budget allocations for experimentation. He advocates for a cohesive and innovative approach to B2B marketing that embraces testing and rapid iteration.

Listen to Emily Kramer, Adam Goyette, and Jeff Ignacio discuss the importance of alignment in revenue models and how poor planning processes hinder success. Key takeaways include aligning goals with team ownership, embracing full-funnel reporting, and practicing realistic revenue forecasting.