Presentation by
Kelly Hopping | CMO | Demandbase
John Eitel | CRO | Demandbase
https://getsignals.ai

Kelly and John presented as our keynote at the Demand Gen Summit Fall 2023. Their discussion included topics that dove into marketing and sales alignment. Navigating the current sales landscape poses significant challenges, with the efficacy of traditional methods, particularly email outreach, dwindling for sales teams. Only 5% of B2B buyers are actively seeking specific products or services at any given moment. Nearly half of companies grapple with the struggle of aligning their sales and marketing efforts, leading to conflicts and conflicting priorities when the two functions are not in sync. To address these pain points, the discussion delves into the critical topic of Sales and Marketing Alignment. Stressing that alignment begins at the leadership level, the discourse explores keys to achieving cohesion, emphasizing the importance of an efficient marketing-to-sales handoff, aligning both functions with measurable metrics, and fostering transparent communication. The narrative pivots to highlight the positive outcomes when sales and marketing are aligned, including higher conversion rates, more successful wins, faster and smoother closures, and an increased influx of Marketing Qualified Leads (MQLs).

Quote
"Often times sales and marketing are measured by different metrics, so what success looks like as a marketer is often different than what success looks like for you as a seller." - Kelly Hopping

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