201: One CMO's System for Aligning Sales and Marketing

With 25 years in the tech industry, Conversica CMO Rashmi Vittal knows a thing or two about sales and marketing alignment. She knows that it's about "company-wide enablement" as opposed to "sales enablement." She knows the value of a simplified product message. And she knows the common excuse, "Well, I gave leads to sales and they just didn't do anything with them," just won't cut it. In this week's episode, Drew and Rashmi discuss her nine-square "Alignment Between Sales and Marketing" grid (see below). It's a simple yet thorough model, one that recognizes that achieving alignment is about constant evolution and clear communication. Be sure to tune in to hear how Conversica applies this grid in action, as well as how they've pivoted in 2020.