#62 Secrets to Unlocking Sales & Marketing Alignment

Winning the Challenger Sale

With your car, bad tire alignment causes uneven tire wear, diminishing suspension quality, and steering problems that could cause an accident.
The same goes for bad sales and marketing alignment—metaphorically, at least.
All too often, commercial leaders ignore when two of their most important wheels—sales and marketing—veer off in completely opposite directions. Different goals. Different metrics. Little to no communication. And the longer they go without a wheel alignment, the costlier that misalignment becomes.
In this episode, we’re speaking with a world-class “mechanic” when it comes to sales and marketing alignment. Jon Perera, Chief Marketing Officer at Highspot, joins the show to share his secrets for getting sales and marketing working better together.
We discuss:

• Achieving alignment across the “four wheels of the car”—sales, marketing, enablement, and customer success
• How common goals, “open and real” communications, consistent execution, and a shared narrative lead to better sales and marketing partnership
• The importance of coaching to realize behavior change at scale
• Ways to ensure marketing content is actually useful to sales