OnBase: Smashing Sales and Marketing Misalignments Demandbase

Episode Summary
This episode discusses how buyer behavior is changing, especially in manufacturing, and the challenges companies face in aligning their sales and marketing strategies as a result. The guest, Kathy Macchi, shares her insights from over 25 years in the industry on how buyers are younger and want more control over the process. She highlights culture, technology, and data silos as major barriers for manufacturing companies looking to align. The discussion covers how account-based marketing (ABM) can help manufacturers by prioritizing the right accounts for large deals and providing a framework for collaboration. They emphasize starting simple with ABM and having a dedicated sales leader champion the approach.

About the guest

Kathy has thrived through 25 years in sales, marketing, and IT, and now leads Inverta’s consulting. She takes a no-nonsense approach to the role of digital skills, processes, and tools, and has helped Citrix, Microsoft, and HP transform their marketing. Additionally, she’s one of the foremost authorities in account-based marketing and has been certified by ITSMA as an ABM practitioner since 2007. Kathy conducts workshops, webinars, and training sessions, and has supported hundreds of ABM rollouts and scale-ups. When Kathy isn’t traveling the world, she enjoys a top-shelf vegetarian breakfast taco at her home in Austin, TX.

Connect with Kathy Macchi

Key takeaways- Buyer behavior is changing, with younger buyers wanting more control over the sales process

- Major challenges for manufacturing companies in aligning sales and marketing include cultural resistance, lack of digital tools, and data silos

- ABM can help manufacturers target the right accounts for large deals, select key messages, and implement supporting technology

- When getting started with ABM, companies should pick the right sales leader, start simply, focus on goals and measurement, and continually reinforce the approach with sales

Quotes"Buyer behavior is changing, they're no longer an individual buyer like you used to have, it's a buying group, and a lot of that buying group is anonymous.” -Kathy Macchi

Recommended Resource

Books-The Next CMO

Podcast

-The Artificial Intelligence Show



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Episode Summary
In this episode, host Chris Moody talks with John Common of Intelligent Demand about the ongoing challenge of aligning sales and marketing teams. They discuss why misalignment often stems from a lack of clear strategy and leadership guiding the organization. John emphasizes that B2B growth requires cross-functional collaboration but most companies still operate in silos. John also dives into common mistakes made with account-based marketing programs when they are treated as solely a marketing initiative. He outlines why traditional metrics like marketing qualified leads are outdated.

About the guest

John Common, CEO and founder of Intelligent Demand brings 20 years of expertise in growth strategy, technology, marketing, sales, and customer success. His career focuses on driving measurable revenue growth for tech and service firms, both internally and as an agency partner. Under his leadership, Intelligent Demand has emerged as a premier revenue growth agency, prioritizing its people, culture, and client success. John also hosts "Growth Driver," a podcast for B2B executives eager to drive growth, featuring thought leaders and experts.

Connect with John Common

Key takeaways- B2B growth requires cross-functional alignment and collaboration, but most companies still operate in silos due to a lack of clear go-to-market strategy and leadership.

- Common mistakes with account-based marketing programs include treating it as solely a marketing initiative, not setting clear growth goals, and relying on outdated metrics like MQLs. 

- Companies need to critically examine their assumptions around go-to-market approaches and commit to developing integrated growth strategies, as traditional playbook methods are no longer effective.

Quotes"B2B growth is a team sport, there is no go-to-market motion where cross-functional alignment is not." -John Common

Recommended Resource

Books-Kotler on Marketing by Philip Kotler.

-Sales Pitch by April Dunford.

-Obviously Awesome by April Dunford.

Podcast-⁠Growth Driver⁠

-⁠Lenny’s Podcast⁠

⁠Connect with John Common⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
Randy Welch talks about mission-driven sales in the education sector. He discusses his background in school psychology and administration, and how it led him to a career in education technology focused on school safety solutions. He emphasizes the importance of truly understanding customer needs through active listening. Randy also provides insights into navigating the challenges of the education market by prioritizing safety over sales numbers. The interview covers Randy's vision for developing a holistic safety ecosystem and recommendations for incorporating learning into a sales mindset.

About the guest

Randy Welch is an educator at heart but found his way into the technology sector through his passion to ensure the safety and security of school students and staff. At Motorola Solutions, Randy oversees the education focused Sales efforts for the North America region and highlights the technology, safety, and security solutions schools need to solve their biggest safety challenges. Prior to Motorola Solutions, Randy served for more than 20 years as a school psychologist, special education director, Chief Program Officer, and board member for multiple public and charter schools. Randy has also spoken nationally and internationally about a variety of education topics.

Connect with Randy Welch

Key takeaways- Understand customer needs through active listening, not just hearing what they say

- Prioritize solving customer problems and mission over making sales numbers 

- Develop a holistic, integrated ecosystem approach to school safety rather than isolated systems

- Keep focus on the mission of keeping students safe even during budget cuts or challenges

- Incorporate continuous learning into sales through recommended books and shared learning

- Bring an educator's passion for learning to the sales field

Quotes"Someone has a problem, your job is not to solve their problem, your job is to help them find a solution to that problem." - Randy Welch on drawing connections between education and sales.

Recommended Resource

Books-"New Sales. Simplified." by Mike Weinberg.

-"Sales Management. Simplified." by Mike Weinberg.

-"Selling in a Crisis" by Jeb Blount.

-"Sales EQ" by Jeb Blount

-"The Little Red Book of Selling" by Jeffrey Gitomer.



⁠Connect with Randy Welch⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
This podcast episode discusses how Jodie Woodworth implemented an agile marketing framework to improve efficiency and productivity at her company. She shares how she overcame resistance from her team by empowering them and introducing agile principles gradually. Originally the team struggled with slow project completion due to perfectionism, but agile practices helped deliver value to customers faster. The speaker discusses optimizing meetings, prioritizing tasks, and improving communication through daily stand-ups and regular team collaboration. Metrics for tracking campaign performance and strategies for continuous improvement are also covered. The importance of adapting quickly to changes in their fast-paced industry is emphasized.

About the guest

Jodie Woodworth is the head of marketing for Envysion, a Motorola Solutions company focused on managed video technology to reduce loss, improve safety & security, and create operational excellence protecting restaurant and retail establishments. She is passionate about B2B marketing and leading an agile marketing team by empowering others to flourish in their role.

Connect with Jodie Woodworth

Key takeaways- Implement agile marketing gradually to gain team buy-in and overcome resistance to change

- Empower your team to make decisions, take risks, and learn from failures 

- Prioritize tasks based on duration and value delivered to customers

- Optimize meetings and communication through daily stand-ups and collaboration across teams

- Track campaign metrics like engagement and lead generation to improve strategies

- Continuously adapt strategies and processes to changes in your industry's pace of innovation

Quotes“If you're stuck and don't know why it didn't work, figure out why it didn't work and try something else. But do it quickly.” -Jodie Woodworth

Recommended Resource

Books-Story Brand by Donald Miller.

-Atomic Habits by James Clear.

Podcast

-Exit Five by Dave Gerhardt.



⁠Connect with Jodie Woodworth⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

Episode Summary
Kara Alcamo and Rachel Cursai discuss how the deprecation of third-party cookies in 2024 will impact B2B marketing. They cite privacy concerns and regulations driving this change. Leveraging first-party data through tools like identity resolution and focusing on personalized experiences are recommended strategies. The episode provides insights on adapting to a cookieless future through enhanced customer data collection and analytics.

About the guests

Kara Alcamo

Kara is the founder of Alcamo Marketing, a B2B marketing consultancy. With over 15 years of experience in marketing strategy, media, SEO, content, and technology, she started Alcamo Marketing to provide strategic consulting services and execution capabilities. In addition to her marketing expertise, Kara has diverse interests outside of work. She is a proud beekeeper with over 4 beehives, a bunch of chickens, two cats, a dog, and a horse on her regenerative permaculture farm. Kara brings her passion for innovation to her clients, helping leading B2B brands navigate evolving privacy regulations and the cookieless future of digital marketing.

Connect with Kara Alcamo

Rachel Curasi

Rachel is the EVP of Activation at Alcamo Marketing. She started her career in media buying and planning where she worked for 10 years and then shifted to B2B media technology and strategy. At Alcamo Marketing, she focuses on overseeing all of the operations, client support, and B2B technology.

Connect with Rachel Curasi

Key takeaways- Privacy concerns and regulations are driving the deprecation of third-party cookies by 2024

- Loss of cookies will impact targeting precision and measurement accuracy for marketers  

- Marketers should leverage first-party data through tools like identity resolution

- Focus on personalized experiences to build loyalty and collect more customer data

- Contextual targeting and direct publisher buys are alternative targeting strategies

- Statistical analysis expertise will be needed to properly track and analyze performance

- Investing in data/analytics skills is important for the cookieless future of marketing

Quotes"I think that even just basic statistical analysis is hugely under-leveraged right now in marketing."-Kara Alcamo

“People want a personalized experience, but at the same time, they don't want it personalized to a point where it gets a little creepy.” -Rachel Curasi

Recommended Resource Books-A World Without Email

-Deep Work



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About the guest

Matthew is a strategic marketer specializing in technology marketing for B2B and B2C blue-chip corporates. He has been involved in shaping and implementing brand strategies and communications for most of his career. He has driven brand marketing for FTSE 100 and NYSE-listed businesses in the UK, USA, and several countries.

Connect with Matthew Leopold



Episode Summary

Matthew Leopold from LexisNexis shares how they segment their messaging for different stakeholders in the buying process, from managing partners to IT directors to users. He discusses challenges around data privacy and attribution in B2B marketing. The importance of understanding sales teams and aligning marketing and sales goals is also covered.



Key takeaways


Personalized marketing is important for diverse personas in professional services firms like law firms




Understanding the buying journey and different needs of stakeholders like partners, IT directors, and users is key




Attribution is difficult in B2B but tracking engagement, conversion, and retention is important




Regulated industries face data privacy challenges that marketing must work within  




Aligning sales and marketing goals through collaboration and understanding each team's perspectives improves effectiveness




Thought leadership should provide relevant insights sales can leverage with clients





Quotes

"I think no matter how many meetings I have with our clients, or with lawyers, I will never have as much time on the front line, as our salespeople will."

- Matthew Leopold on why marketing should understand the sales perspective.