OnBase: Smashing Sales and Marketing Misalignments

Episode Summary Don McGuire, the CMO of Qualcomm, discusses marketing strategies and AI-powered growth. Some key topics covered included McGuire's career advice on staying true to oneself and being open to opportunities. He also discussed how Qualcomm has evolved its marketing structure and is adopting AI tools like Writer and Firefly to accelerate content development. McGuire emphasized the potential of generative AI to improve work-life balance by freeing up time. He also talked about building the Snapdragon brand through visual and sonic elements. Overall, the episode provided valuable insights from McGuire on marketing, AI adoption, and career leadership. About the guest Don McGuire is the CMO of Qualcomm. In this role, Don leads global marketing across all Qualcomm’s businesses, as the company continues to diversify beyond mobile into new growth areas. Don joined Qualcomm in 2016 to lead the Global Product Marketing organization, where he redefined Qualcomm’s strategic approach to product marketing.  A seasoned marketing leader with 25 years of experience, Don has worked across mobile providers, device OEM, content/developer, and semiconductor industries. Before joining Qualcomm, he was a senior leader at Intel, where he led global marketing strategy, campaigns, and messaging for their Client Computing Business. Connect with Don McGuire Key takeaways - Stay true to yourself and be open to opportunities in career development - Tie marketing objectives to business objectives to drive success  - Build brand awareness and affinity through storytelling and partnerships - Use sonic branding to create instant brand recognition - Adopt AI tools like Writer and Firefly to accelerate content development - Generative AI can improve work-life balance by freeing up time for creativity - Experiment with AI tools in a controlled way before deploying enterprise-wide Quotes "It's not meant to replace people in jobs, it's meant to replace tasks."  - Don responding to the fears about job loss due to AI. "Sonic branding can be a very, very important and effective tool in building out an affinity for your brand." Recommended Resource -Young China: How the Restless Generation Will Change Their Country and the World Shout-outs -Carla Zakhem-Hassan, CMO at JP Morgan Chase & Co. -Drew Panayiotou, Global CMO at Pfizer Connect with Don McGuire⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode SummaryThis episode of the Sunny Side Up Specials discusses overcoming impostor syndrome and cultivating inclusion for women in the tech industry. The speakers shared their diverse career journeys and experiences navigating the challenges of being women in tech. They discussed ways to challenge stereotypes through representation and open conversations. Advice was given on overcoming impostor syndrome through self-confidence, seeking help, and gaining experience. The speakers also suggested ways companies can better support women, such as providing resources, encouraging innovation, and promoting women into leadership roles. About the guests Jennifer Hughes Jennifer is the Principal Digital Expert at Demandbase. After a decade-long career in law and starting a family (three kids in four years), Jennifer turned her sights to writing and marketing. After years in B2C marketing, she moved to the B2B world. She started at Demandbase as the head of Digital Marketing in 2021 and is now Prinicipal Digital Expert, a client-facing role. She is delighted to be part of the Demandbase Expert Team, helping customers to succeed in all things account-based advertising. Jennifer is passionate about empowering women in technology through open conversations and efforts that drive more leadership opportunities. Connect with Jennifer Ashwini Majrekar Ashwini is a tech enthusiast with over five years of dedicated experience in the ad-tech industry. Armed with a degree in Computer Engineering and a Master's in Management of Technology from NYU, Ashwini possesses a unique blend of technical prowess and strategic acumen. Beyond her professional pursuits, Ashwini finds joy in traveling. Ashwini also likes reading books and has a knack for writing as well. With her multifaceted interests and a relentless drive for innovation, Ashwini continues to carve her path in the ever-evolving digital landscape. Connect with Ashwini Stella Wei Stella Wei is a Design Specialist at Demandbase where she has worked for over two years. With a background in design from art school, Stella brings creative problem-solving skills to her role. Since joining as an intern, she has taken on increasing responsibilities while advancing her knowledge of the technology industry. Stella is committed to challenging stereotypes through representation and encourages women to embrace learning experiences outside their comfort zone. Key takeaways - Speaking up about experiences and having open conversations can help break down stereotypes   - Finding representation and a support network boosts confidence and combats impostor syndrome - Companies should provide processes to encourage innovation from all employees Quotes"I think representation is such an important factor in fighting stereotypes. And it's not only for yourself but for other women to see that there is an example out there, there is representation out there." - Stella Wei. "What I would love to see is companies normalizing and rewarding trying new things and taking risks. Women are taught to be so much more risk averse than men." - Jennifer Hughes. “Companies need to start leading by example and we hear that we need more women in the tech industry, we need more women in STEM and stuff. But it’s when the companies start creating these opportunities for women, I feel, that's where it motivates these women to try out something new.” - Ashwini Manjrekar. Recommended Resource Stella Wei recommended the "Woman at Work" podcast from Harvard Business Review which covers topics on career, leadership, and personal growth for women. Ashwini Manjarekar suggested the books "Atomic Habits" for implementing changes professionally and personally, and "I Am Malala" as an inspiring read about fighting for women's education. Jennifer Hughes advised exploring TED Talks on topics like women in tech and imposter syndrome, as well as gaining perspective from listening to a diversity of speakers.

Gareth Noonan from Demandbase discusses the industry's shift to cohort-based advertising as third-party cookies are phased out. Topics include building first-party data, using topics of interest for targeting, and adapting to a cookieless world. Marketers are advised to focus on context and consented data for future strategies.

Episode SummaryThis episode of the Sunny Side Up podcast discusses pricing and packaging strategies for business growth with guest David Vogelpohl. Key topics covered include prioritizing pricing as an iterative strategy, identifying moves for growth while navigating complexity, marketing misconceptions around pricing, optimizing free trials, ensuring sales and marketing alignment, and determining ownership of pricing decisions. David provides insights and recommends several individuals as sources to learn more about go-to-market strategies. About the guest David is the CMO at FastSpring, a payment & subscription platform for SaaS, software, & digital product companies offering 100% automated sales tax and VAT compliance worldwide. For 25+ years David has led teams building engines of growth & innovative software for leading brands like WP Engine, AWS, Cloudflare, and more. David is an actionable-insights style speaker focusing on tactics you can use to drive growth. Connect with David Vogelpohl Key takeaways - Pricing and packaging should be prioritized as an ongoing iterative strategy for business growth, not just for new product launches - Use a "growth mustache" framework to identify which parts of the growth equation (new ARR, upgrades, downgrades, churn) pricing moves will affect   - Marketers may misconceive that customers won't accept price increases or that they solely control packaging decisions - Take an iterative approach to pricing testing rather than direct A/B tests to maintain trust - Optimize free trials by surfacing critical moments and considering paid trials for validation - Ensure transparency, clear communication, and alignment between sales and marketing on pricing strategies Quotes“At the end of the day, you're operating a business that delivers value to your customers and part of your duty in that is to operate a successful business. If you don't operate a successful business, you can't fulfill your duty to deliver that value.” David on how businesses need to make decisions that ensure long-term success. Shout-outs -Jason Cohen, Founder, WP Engines -John Hessinger, VP of Demand at WP Engines -Michael Bonfils, Managing Director at SEM International ⁠Connect with David Vogelpohl⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryBarry Klein of Talroo discusses leading through change and building alignment in hybrid work. He shares insights on balancing trust and accountability for remote teams through communication and addressing performance issues supportively. Klein stresses maintaining cultural alignment through in-person meetings for companies adjusting to remote work. He advocates treating people with empathy, dignity, and brevity when delivering difficult news like layoffs. Klein also fosters shared success across departments by prioritizing lifetime customer value. About the guest Barry Klein is Vice President of Success and Enablement at Austin-based Talroo. Barry provides leadership to Talroo’s Customer Success Analysts team who have revenue and customer service responsibilities for multiple verticals. Passionate about establishing “customers” as “partners”, he focuses on long-term relationships, lifetime value, and establishing raving fans.  With more than 30 years of experience in customer-facing and executive roles, including Vice President of Sales Engineering for Vignette Corp, Barry also spent several years running his own small business and consultancy. As a result, he is equally comfortable with enterprise-class relationships as he is with start-ups and small businesses. Connect with Barry Klein Key takeaways - Balance trust and accountability for remote teams through clear communication and addressing performance issues supportively - Maintain cultural alignment for companies adjusting to remote work by periodically bringing teams together in person   - Treat people with empathy, dignity, and brevity when delivering difficult news like layoffs - Foster shared success across departments by prioritizing lifetime customer value over short-term gains - Lead through change by building alignment in hybrid work environments through open communication and supportive leadership Quotes "I don't want to lose the best of what we have, which is we do get along and we do like each other. And we do learn from each other." This quote highlights Klein's focus on maintaining the positive aspects of company culture even in remote work. Recommended Resource Books: - The Infinite Game - Books by Jon Meacham Shout-outs -⁠ Emilia D'Anzica, Growth Molecules⁠ ⁠Connect with Barry Klein⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryKerrie Jordan shares her perspective on how ERP systems are evolving from transactional systems to platforms that leverage data, analytics, and AI to drive better decision-making and insights. She discusses common challenges customers face with ERP implementation and offers best practices around change management, customization, and choosing a trusted partner. Jordan also provides examples of successful innovating companies, like the Formula One racing team Scuderia AlphaTauri. The conversation covers strategies for fostering innovation through customer involvement and looks at how ERP can position businesses for future success through integration, data platforms, and visibility. Valuable resources on automation and building are recommended for listeners. About the guest Kerrie is the Group Vice President of Product Management at Epicor Software. Kerrie leads the strategic direction of Epicor cloud-enabled solutions to ensure that they continue to deliver high-value innovation, security, and performance for all of their customers. She is based in Richmond, Virginia, and has over a decade of experience in ERP, supply chain, e-commerce, cloud computing, product development, and business solutions. Connect with Kerrie Jordan Key takeaways- ERP is evolving from transactional systems to data-driven platforms powering insights with analytics and AI - Top challenges for ERP implementation include data management and customization  - Involve IT and choose a trusted partner for a successful implementation - Foster innovation through customer involvement and crowdsourcing ideas - ERP can future-proof businesses by integrating systems and providing visibility - Scuderia AlphaTauri exemplifies constant innovation needs in fast-paced industries Quotes “ERP is the perfect place within an organization to consolidate data, to transform it, and to serve it up to really create some helpful insights in the business."Recommended Resource Books:  - Build by Tony FadellPodcasts: -⁠ The New Automation Mindset Podcast⁠Shout-outs -⁠ Markus Zirn⁠⁠Connect with Kerrie Jordan⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode SummaryThis episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses challenges like rebranding and expansion, emphasizing the importance of understanding customer needs and aligning marketing and sales. Predictions include continued consumerization and a shift towards therapy-first and home-based care models. Learn how MedBridge improves the buying journey, educates clinicians, and expands into new markets while navigating industry changes. About the guest Taylor has over 20 years of experience and a proven track record of success in driving growth, brand awareness, and developing breakthrough customer experiences. Before she joined MedBridge, she was the director of customer marketing for Google Workspace and SVP of marketing at Aurea, where she built teams and set and exceeded end-to-end go-to-market efforts. She is known for bringing incomparable energy, vision, and structure to marketing teams and delivering results. She is very passionate about building teams and brands through crisp, differentiated narratives and designing data-driven demand engines at scale. Connect with Taylor Sterling Key takeaways - Healthcare is becoming more consumer-driven, with patients expecting convenient digital care options - MedBridge is adapting to changes by improving the buying journey, launching new products, and educating clinicians on digital tools - Rebranding an established healthcare company requires thought leadership, product innovation, and change management - Understanding customer needs and aligning marketing and sales teams on shared metrics is critical for growth - Future trends include increased consumerism, therapy-first models, and more care delivered in patients' homes Quotes “One of the massive trends that we've really seen, which I think sort of started in IT and has really moved everywhere, is really around consumerization. Our expectations as patients are very much similar to our expectations of how we consume any service, and we want that bar to be higher and better.”Recommended Resource Book:    - Good to Great Connect with Taylor Sterling ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles. About the guest Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups. ⁠Connect with Matthew Miller⁠ Key takeaways - Building relationships is crucial for successful sales enablement pilots to incorporate feedback constructively. - ABM requires rethinking demand gen to focus on a small number of high-value accounts through a multi-channel, multi-touch approach. - Branding and awareness lay the foundation for consideration during customers' active buying cycles. - Common reasons ABM fails include misapplication, lack of strategy/ROI understanding, and reliance on a single channel. - Successful ABM programs identify customer pain points and leverage multiple data sources to gain trust and alignment. Quotes “What are those compelling events that would cause your prospects to say, oh, we need to make a change, we're probably going to have to buy something, who should we be talking to, you can use those and ABM to start to define little clusters of accounts that are going through that.” Erin highlights the importance of identifying compelling trigger events that get prospects into an active buying cycle as the best starting point for ABM. Recommended Resource Books:    - ⁠Strategic Selling⁠    - ⁠The Challenger Sale⁠ People to follow on LinkedIn for insightful content: - ⁠⁠Matt Heinz⁠⁠    - ⁠⁠Jon Miller⁠ ⁠⁠Connect with Matthew Miller⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode SummaryThis Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences while respecting privacy. She also shares lessons learned from her background in volleyball that relate to teamwork, communication, and accountability. The interview provides insights into the challenges and opportunities AI brings to financial services. About the guest Erin Pryor serves as the Chief Marketing Officer for First Horizon Bank and is responsible for corporate-wide marketing, brand management, and client experience. She leads a team that creates and executes marketing and client experience strategies, supporting the bank’s brand and business objectives. With over 20 years of experience in the finance, banking, and media industries, Erin has demonstrated success in businesses of all sizes, from start-ups to Fortune 100 enterprises.  Prior to joining First Horizon, Erin led the brand and go-to-market strategy development for USAA Bank. Connect with Erin Pryor Key takeaways- First Horizon Bank uses AI to increase personalisation and deliver more relevant messaging to customers. - AI is being implemented cautiously in the financial services domain and is primarily used to enhance existing marketing and customer experiences rather than replace human interactions. - AI helps analyse customer data and behaviours to provide predictive insights and recommend the next best actions. - Privacy and security are top priorities when using customer data and AI due to the sensitive nature of financial information. - AI can enhance fraud protection by detecting abnormal spending patterns or potential fraudulent activities. - The relationship between customers and their bankers remains central, with AI aimed at providing bankers insights to serve customers' individual needs and goals better. - Erin sees potential for AI to increase personalisation at scale while maintaining trust through responsible data practices and respecting customers' preferences around invasive marketing. Quotes"And so we're looking at it more to enhance what we do, like marketing. Marketing can be used in any industry, but banking specifically is highly regulated. The privacy of our clients is critical, the trust is super important." Erin highlights how regulation impacts AI adoption in banking due to the importance of privacy and trust. Recommended ResourceThe Morning Brew newsletter for quick business news hits each day. Fortune CEO Daily newsletter for insights on leading companies. Bucket List-ening podcast to learn about the career path and stories of First Horizon Bank's clients. ⁠Connect with Erin Pryor ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠

Episode Summary In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts. About the Guest Joy is an experienced marketer and sales professional, currently a partner at Access Marketing Company. Her career spans roles on both the client and agency sides, covering strategic messaging, product consulting, and hands-on marketing. What sets Joy apart is her solid background in sales, which she actively engages into this day. This blend of marketing and sales experience gives her a unique perspective, especially in sales enablement, understanding not just how to make marketing efficient but also how to make it effectively drive sales. Her hands-on experience with quotas allows her to relate to and address real-world sales challenges. Connect with Joy Milkowski Key Takeaways - Shift from collecting many MarTech tools to focusing on used and valuable ones. - Always start with your end goals and work backwards to determine the necessary tools. - Shift focus from alignment to active collaboration and coordination between sales and marketing. - Understanding and segmenting your target audience is not just beneficial but essential. Recognise that different segments have unique needs and preferences.  - Adopt the GIVE Method for Content Creation: Goals, Insights, Vision, and Evidence.  - Every piece of marketing and sales activity should start with the user's perspective in mind.  - Encourage regular and meaningful collaboration between sales and marketing.  - While marketing teams should focus on creating broad, macro-level content that addresses general needs and trends, sales teams should personalise this content at a micro-level.  - The impact of content is not determined by its length but by its relevance and personalisation.  - Both sales and marketing should engage in regular discussions to validate and refine content strategies.  - ABM success varies among salespeople; segment them based on their commitment and ability to engage in the program. - Tier accounts for targeted outreach. Classify accounts into different tiers based on potential ROI and customise your outreach efforts for each tier. - Encourage ongoing feedback from sales teams and adapt strategies based on this input to refine the ABM process. Quote "If you are not starting every marketing and sales activity with your user first in mind, not what you want to say, but what your user needs to hear, it is likely not going to make a dent, hit the mark, or cause any sort of engagement." – Joy Milkowski Recommended Resource Extreme Ownership by Jocko Willink  Jocko Podcast by Jocko Willink Limitless by Jim Kwik Radical Candor by Kim Scott ⁠Connect with Joy Milkowski⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠| ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠