CMOs: How to Craft Your Dream Sales Partnership

Meet Bill Glenn, a veteran in the world of marketing and CMO at Blueboard, an experiential recognition reward company. With over 25 years of experience in B2B marketing, Bill has held multiple CMO positions at Series B and Series C companies.Bill contends that marketing should provide value in the company's reputation and offerings, as well as an investment in individual salespeople. By helping salespeople establish trust, credibility, and industry expertise, marketing sets them up for success in building long-term relationships with customers. Bill has ideas for creating salespeople’s industry expertise that fall outside of conventional norms, establishing a relationship of reciprocity between marketing and sales."One of the most important elements of value that marketing provides is how to bolster the credibility of salespeople such that trust isn't just about a transactional moment in time.” - Bill GlennBuilding a dream relationship between marketing and sales requires a deep understanding of the sales perspective and motivations, and simply listening to sales call recordings doesn't get to the true heart of what sales needs. That understanding won’t come until you do one-to-one interviews with them, just like you would do with a customer, and have a preset list of questions like, How can I make your job easier? Where are you getting stuck? Where are we falling down versus our competition? When you start to aggregate the interviews, common challenges can be addressed, usually with just a few additional trainings or pieces of content to help the sales team do their job better. Bill’s POV is that it’s rarely possible to understand all that by simply listening to sales calls.Follow Bill Glenn on LinkedInFollow host Steve MacDonald on LinkedIn