A Sales Leader’s Take on the State of B2B Sales-Marketing Alignment

Sales and marketing organizations are both tasked with adding new clients and growing revenue, but despite these shared goals, their strategies are often out of alignment (at best) or completely at odds with one another (at worst). Research on the topic says that B2B firms that tightly align their marketing and sales teams are better at growing revenue, shortening the sales cycle, and increasing conversion rates. But sales and marketing often operate in different silos and report into different parts of the leadership team, making alignment a challenge that continues to work against their common goals. In this episode of the B2B Nation podcast, we look at the issue of sales and marketing alignment through the eyes of a veteran B2B sales leader. Bill Caskey has been training B2B sales teams for more than 30 years and hosts a pair of podcasts of his own on B2B selling. Our conversation covers: --The continuing disconnect between sales and marketing that haunts many B2B organizations --Account-based marketing (ABM), which aims to align sales and marketing efforts --A look to the future of B2B marketing and sales. Podcast Guest Bill Caskey has been training B2B sales teams for nearly 30 years. He works with sales and organizations to ensure their sales team is communicating the highest possible value to clients and prospects. He is the host of two podcasts, The Advanced Selling podcast and The Bill Caskey podcast. You can learn more at www.BillCaskey.com.