Breaking the Norms of Marketing and Sales Alignment

Introducing Adam Figueira, a marketing leader with over 15 years of experience in running marketing teams across various industries such as EdTech, MarTech, and FinTech. He has a unique perspective on developing creativity from his teams and working closely with sales—even participating in sales calls.“I tell my marketing teams to think of themselves as air traffic controllers. So the job of an air traffic controller is at any given time to know where the planes are at the airport, who's on the runway, who's on the ramps, who's getting ready to be pushed back from the gate, who needs to tow into the gate, who's been stuck for four hours, right? Air traffic control is responsible for knowing where every plane is at every moment. For the marketer, the equivalent of the plane is the lead. Know where they are at all times.” - Adam FigueiraAdam believes that understanding what motivates each team member and creating the conditions for them to thrive is crucial for the team and company’s success. Adam emphasizes the importance of psychological safety, creativity, and embracing failure in order to unleash productivity, incredible content, and accountability. He discusses the significance of holding marketing accountable for sales-qualified opportunities (SQOs) and working more closely with sales than is the industry norm. Follow Adam Figueira on LinkedInFollow host Steve MacDonald on LinkedIn