Unifying Sales and Marketing: The Power of Collaboration

Joining us again this coming Friday is Terry Flaherty, Vice President and Principal Analyst from Forrester. In our previous conversation, he discussed how organizations can transform their culture by viewing themselves as a cohesive go-to-market team.

Together with Jon Russo and Megan Heuer, they’ll continue that discussion and dive deeper into the strategies that can drive meaningful change.

Here’s an excerpt from last time:

“So often still, you know, their silo functions, marketing produces, leads, throws or the BDR and they qualify. BDR throws it over to the sales and they sell.
And there's like no collaboration, no communication that's going on between those functions on what's happening right now. And how do we make it better? Right?
And then the last piece, I think it's the biggest piece actually, is change the culture.
And we wind up with this ingrained sort of view and culture I will sales does this marketing does this. It's separate functions.
But one of the things that we're seeing I think is brilliant is in a lot of our clients, now, they're not even calling themselves sales and marketing, right?
They're calling themselves go-to-market.
And yet they have different roles within that function, but they're part of the go to market team, not the sales team or the marketing team. Right?
So I think those three things are. Changing focus, change the work, change the culture, and when I do that, that's how I really mean. If I don't, it's really nothing more than a cafeteria poster.”


Watch the full episode here: youtube.com/live/DSOkKy-n-2Y
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