Aligning Sales and Marketing Leaders in 2024 with Dan Gottlieb

02/27/24 • 57 min

Before the pivot into efficient growth, and even before AI, the field of B2B sales has been seriously transformed in the last few years. B2B buying behavior has shifted, away from meeting with sellers and toward anonymity. There has been an unprecedented rise of different GTM motions; account-based, product-led growth, customer-led growth, partner ecosystems... And to top it all off, we’re experiencing an absolute explosion in technology, data, and now generative AI.

Despite all of this upheaval and innovation in B2B, sales and marketing teams still have to deliver growth, and efficiently. The era of siloed heroics is coming to a close, and smart leaders are leveraging alignment to keep up with the demands of efficient growth.

Join guest Dan Gottlieb for a deep-dive conversation with co-host John Common about the vital trends reshaping B2B and how sales and marketing leaders can foster a culture of resilience amid constant change.

Dan Gottlieb is a Senior Director Analyst at Garter for Sales Leaders. He covers a range of topics, from generative AI for B2B sales to RevOps data automations, to conversation and revenue intelligence. He describes the current state of the market in a single word: mayhem. Prior to Gartner, Dan was a Senior Analyst leading research in the sales practice at TOPO.

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Previous Episode

The Path to CMO: Insights and Advice from Aaron Ballew

Stories of ascent and success don't get more compelling than those penned in the high-stakes environment of the Chief Marketing Officer (CMO). We’re taking an honest look at the path to becoming a B2B CMO, followed by a deep discussion about what it takes to be successful as you enter the role and make the right impact.

This episode is tailor made for 3 types of folks:

1. You want to become a CMO

2. You’re currently a CMO and feeling some version of imposter syndrome

3. You’re a head of sales or a CEO who’s ready to uplevel alignment at your company

If you fit into any of those categories, grab a cup of coffee and a pencil–consider this episode your map to navigating the path of leadership, strategy, and success as a marketing leader in a B2B context.

We’re diving into the gravity-of becoming a CMO with Aaron Ballew, PhD engineer turned marketer and CMO at Split.io. Aaron has been the CMO at Split.Io for just over 2 years. He came to Split from Ping Identity where he was VP of Demand. Before that, he held senior roles in demand gen, portfolio marketing, segment strategy. Interestingly, Aaron started out in engineering–with a PhD. He has the shortest LinkedIn about section we’ve ever seen: Real data with a human touch.

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Next Episode

How B2B Buyer Behavior Has Changed with Kerry Cunningham

The way today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies. The good news is we finally have the research and data-back behavior insights to update GTM strategies with the modern B2B buyer.

We know the modern buying journey is done almost entirely online, but did you know most buyers are already 70% through their decision-making process by the time they talk with any vendor reps? And when buyers do initiate contact—which they do 83% of the time—they're likely reaching out to the vendor that has already won in their minds.

We’re going to anchor today’s episode in some of the best research about B2B buying available today, and we’re going to do it with a true expert–Kerry Cunningham.

Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.

Check out the report from Kerry: https://6sense.com/blog/new-buyer-experience-report-3-insights-and-a-warning/

Other articles mentioned in this episode:

https://intelligentdemand.com/resources/sirius-decisions-new-demand-unit-waterfall/

https://www.forrester.com/b2b-marketing/b2b-revenue-waterfall-guide/

Hosted on Acast. See acast.com/privacy for more information.