OnBase: Smashing Sales and Marketing Misalignments

In this episode, Jonathan Hunter talks about the Chief Revenue Officer (CRO)’s plan being the company’s plan. He details the characteristics of a CRO and their team that are essential for creating and carrying out an effective and successful plan, as well as his specific framework for aligning the CRO’s plan to the company’s plan. Jonathan shares his thoughts on the timeframe of plan alignment and explains the difference between an adaptive problem and a technical problem. He then offers powerful advice that will help CRO’s stay on track in their plan and make sure it’s executed properly and efficiently. Contact Jonathan Hunter | Follow us on LinkedIn

In this episode, Ivan Galea talks about the role of data science and analytics in B2B sales. He shares his thoughts on whether the technology of employing machine learning (ML) has improved and how he structures data science teams, detailing how to help go-to-market teams cultivate a deeper appreciation for data. Ivan then offers advice for new executives of data science and machine learning, as well as how to approach incentivizing data science teams. Contact Ivan J. Galea | Follow us on LinkedIn

In this episode, Tammy Schuring talks about her framework for “once upon a time” in sales. She shares her thoughts on the connection between cultivating customer relationships, product knowledge, and sharing stories, emphasizing the importance of vulnerability, authenticity, and active listening. Tammy gives insight into the ineffective ways of using stories and vulnerability to build relationships and shares a real story that exemplifies these concepts. Contact Tammy Schuring | Follow us on LinkedIn

In this episode, Helen Dwight talks about product launches done right, from defining a product launch to breaking down the key elements of a successful and impactful launch. She shares her candid thoughts on if it’s necessary or not to build excitement with teasers and FOMO (fear of missing out), as well as the most common mistakes she sees businesses make when launching a product. Helen also gives insight into what to do when a product launch goes wrong or when immense change occurs during a launch, like a global pandemic, and what an organization can do to respond to and cope with it. Contact Helen Dwight | Follow us on LinkedIn.

In this episode, Martin Gontovnikas talks about the rise of the Chief Technology Marketing Officer (CTMO) and specifically, applying product techniques to marketing to drive results. Everyone’s talking about marketing becoming more technical and Martin puts a very cool spin on this topic. He details his framework for driving results with product techniques and offers expert advice that will make it easier for you to implement this into the marketing efforts of your organization. Contact Martin Gontovnikas | Follow us on LinkedIn.

In this episode, Rakesh Patil talks about understanding data science nuances and building models for the right stage of your customer journey. He breaks down the differences between machine learning, data science, and artificial intelligence, then shares his frameworks for creating a data science team and applying data science to solve business problems. Rakesh also gives suggestions for furthering your education with specific online course platforms you can take advantage of today. Contact Rakesh Patil | Follow us on LinkedIn.

In this episode, Keith Landis talks about the fascinating journey of a Chief Marketing Officer (CMO) and his experience with rebranding. He details what tasks his role as CMO at Persistent Systems has consisted of during the past year and breaks down his approach to rebranding a 30 year old legacy brand. Keith speaks on the significance of culture in rebranding any organization and shares what lessons he’s learned from transitioning to a smaller company after working in large companies for many years. He divulges his simple, yet powerful framework for executing a rebranding initiative and offers expert advice for people who are looking to become a CMO. Contact Keith Landis | Follow us on LinkedIn. 

In this episode, Gregory Callahan talks about what “best in class” selling looks like. He describes what “best in class” selling is and details his framework for it, which includes four core concepts that sales leadership should act on. Gregory offers valuable insight into what should be top of mind when thinking about sales, especially during the era of covid-19, sharing powerful questions to ask yourself and your team that will help you achieve “best in class” sales. Contact Gregory Callahan | Follow us on LinkedIn.

In this episode, David Johnson talks about how to achieve authenticity in sales. He speaks on the critical elements of selling authentically and breaks down the steps you need to take to best solve your prospects problems. David emphasizes the importance of intent and helps us to understand how we can gain the trust of our customers before even talking to them. Contact David Johnson | Follow us on LinkedIn.

In this episode, Kimberly Kaminski talks about aligning marketing and sales, touching on how the product team is also involved in this crucial alignment. She speaks on why sales and marketing must be aligned and the results of a tight and dynamic alignment, as well as the steps a marketing leader can take to create this type of working relationship with sales. Kimberly also details the meaning and significance of why vs. how thinking and notes a few KPIs that sales and marketing can look at to gauge the effectiveness of their alignment. Contact Kimberly Kaminski | Follow us on LinkedIn.