#16 Sales and Marketing Alignment with Jillian Als

In this episode of Frenemies Julia is joined by Jillian Als, the VP of Marketing at Tricent. The two discuss how Marketing leaders can approach and ensure a close alignment between Sales and Marketing in B2B SaaS companies. They talk about their challenges they had working with Sales, the main benefits of a close alignment, and how their relationship with the Sales department has changed over the course of their careers.The topics discussed in this episode:Why alignment needs to come top-down and bottom-upChemistry as crucial element for collaborationWhy KPIs are the foundation for alignmentAn effective meeting structure that enables alignmentShould SDRs be part of Sales or Marketing?The challenges of working together with SalesFollow Jillian on LinkedIn for more insights: https://www.linkedin.com/in/jillianals/