Episode 3:
Marina Devalia stages an intervention to get marketing and sales to work together!About this episode
Marina Devalia, founder of Playbook Lab, has a passion for marketing...and not just marketing, but the key issue of marketing and sales alignment.
She is a member of the Sales Enablement Society and has spent many years in senior marketing management roles. Check her LinkedIn profile for all the highlights and details!
In this episode Marina and I dive into the issue of marketing and sales alignment -- why marketing and sales don't always work towards a common goal, how to create useful SLAs that work for both groups, and perhaps most importantly, how to stage an intervention to get both groups working together.
We discuss the related...but quite different...cases of greenfield account acquisition and existing account expansion, and how marketing can support each focus with differentiated services. Marina also provides useful guidance on how to set expectations for, and how to manage internal stakeholders to drive better outcomes.
Key takeaways:
- Stage an "intervention" to get marketing and sales teams aligned to common goals
- Start small, show achievable results
- Regular, consistent, transparent conversation drives results