How businesses make money is changing. It’s not all sales. It’s not all marketing. Revenue is everyone’s business now. Join Drift’s Katie Foote (CMO) and Justin Keller (VP of Revenue Marketing), as they sit down with experts across sales, marketing, and customer success to talk about what it really takes to accelerate revenue as a go-to-market team. In just 40 minutes, you’ll hear how different organizations use conversations, technology, and cross-functional alignment to build better pipeline and drive expansion. Because if there’s one thing GTM leaders know, it’s that revenue talks.
Delight & Deliver Value in Every Aspect of the Business | Christy Marble
It's no secret that on this podcast we believe revenue is the responsibility of all go-to-market teams. But that begs the question, how do we think about attribution for sourced revenue?
Christy Marble, the current CMO of Pantheon - a WebOps platform that empowers marketers and developers to create, iterate, and scale websites - has been thinking about this question for years, and she always comes back to the same answer: Marketing's job is to delight and deliver value to their customer's at every aspect of their business.
In this episode of Revenue Talks, Christy explains what exactly delighting customers and delivering value at every aspect of the business looks like at Pantheon. She and Katie discuss leveraging automation to find out what buyers want and need, and they reminisce on direct mail - is it really dead?
Like this episode? Let us know by leaving a review! You can connect with Katie and Christy on Twitter @KatieJfoote, @MarbleChristy, and @DriftPodcasts.
The Core to Every Successful Business is Trust | Fred Tsai
Banks, software, even groceries. It doesn't matter the business - trust in the brands where we invest our money is a key reason for why we make the decisions we do, and it's why former Vice President of Customer Success at Liferay, Fred Tsai, believes trust is the core to every successful business.
In this episode of Revenue Talks, Fred explains why he believes building trust with buyers is crucial to a company's long-term success, how Liferay builds trust with its buyers, and how the Liferay customer success team aligns and works alongside the marketing team in a way the benefits both them and their customers.
NOTE: At the time of this recording, Fred led the Liferay customer success team. He has since moved on to Checkr, where he served as the Vice President of Customer Success.
Like this episode? Let us know by leaving a review! You can connect with Justin and Fred on Twitter @justinkeller, @fhtsai, and @DriftPodcasts.
Measure Marketing on Outcomes, Not Actions | Scott Berg
Pipeline - is it the responsibility of sales, or marketing? And even before deciding that, how do you define "pipeline"?
Scott Berg, Vice President of Global Revenue and Field Marketing at Hitachi Vantara - an IT service management company - says that there are two definitions to pipeline, but both are the responsibility of both sales AND marketing.
In today's go-to-market landscape, Scott believes that for marketing to build trust with sales, sales and marketing teams must first align on the definition of pipeline, and marketing must be measured on outcomes (revenue), not actions (clicks).
In this episode of Revenue Talks, Scott explains what go-to-market alignment looks like at Hitachi Vantara, how his go-to-market processes scale globally, and he and Katie predict what marketing will look like in five years.
Like this episode? Let us know by leaving a review! You can connect with Katie and Scott on Twitter @KatieJfoote, @ScottBerg, and @DriftPodcasts.
Growing Upmarket | Lauren Weinberg
Growing upmarket as a company means more than just hiring account executives to sell into new territory.
Lauren Weinberg, Global Head of Marketing and Communications at Square, a financial services and digital payments company, knows this first hand.
Before sales teams can even start selling, extensive research needs to be done in order to understand who the personas are in the new market and how they think and operate differently from the personas that reps may be used to selling to. It means tapping into the marketing channels you know they're in and creating content that will resonate with them, all while fighting to get ahead of a noisy digital market.
But more than anything, growing upmarket means increasing your brand's awareness not just of one product, but of your entire suite of solutions.
During this episode of Revenue Talks, Lauren explains how she's worked over the past four years to increase Square's brand awareness to help the company grow not only upmarket but also internationally.
Like this episode? Let us know by leaving a review! You can connect with Katie and Lauren on Twitter @KatieJfoote, @WeinbergLauren, and @DriftPodcasts.
Get Back to the Basics | Allison Carroll
Treat humans like humans. Practice empathy, and even if you don't know the answer, just try to help. These are the simple messages that get back to the basics of go-to-market relationships, and they're the messages Allison Carroll, SVP of Customer Success at Avalara -- a software company for automated tax compliance - uses to help her global company experience hypergrowth amidst a global pandemic.
In this episode of Revenue Talks, Justin hosts our first customer success guest, but Allison wasn't always on the post-sales side of the house. The now SVP of Customer Success has a long history in marketing, and she uses this background to create strong cross-functional alignment at Avalara. Over the course of 25-minutes, Allison shares how she makes sure the back-to-the-basics messaging carries across every team and country.
Like this episode? Let us know by leaving a review! You can connect with Justin on Twitter @justinkeller and @DriftPodcasts, and Allison on LinkedIn.
Improve Buyer Efficiency through Aligned Go-To-Market Teams | Kyle Coleman
Right people, right accounts, right time. That's the philosophy Kyle Coleman's go-to-market team at Clari, a revenue operations platform, follows in order to increase buyer efficiency at every stage of the funnel.
On this episode of Revenue Talks, Justin and Kyle get into the details of what buyer efficiency really means. They clarify that increasing buyer efficiency does not, and should not, be separate from revenue generation, and Kyle breaks down how to apply account-based marketing across the entire customer journey.
Like this episode? Let us know by leaving a review! You can connect with Justin and Kyle on Twitter @justinkeller, @kyletcoleman, and @DriftPodcasts.
Great insights and format!
Love this podcast! This is like having a marketing growth and revenue coach for free! It knows exactly what the listeners wants and needs. Glad to find your podcast, I'm learning a lot!
For every sales and marketing professional out there!
Wondering which marketing strategies can drive growth and revenue? Then, this podcast is definitely for you. Learn the journey to success straight from some renowned industry leaders.
No need to go back to school!
As someone making a jump in my career, this podcast has been amazing to update my education and honing in on marketing skills! Thanks Dave for keeping me out of student loans and making this a great space to learn!