E119: Sales and Marketing Alignment
from B2B Marketing Futures Hosted by Adzact
In this episode of B2B Marketing Futures, we tackle one of the toughest and most important challenges in B2B: Sales & Marketing Alignment. Our panel brings frontline perspectives on where alignment breaks down and what it really takes to fix it. From legacy systems and mismatched lead definitions, to sales-first cultures and global vs. local messaging conflicts, they share hard-earned lessons and practical strategies for building bridges. Participants: •Grecia Padron – Business Planning and Operations Manager at Avaya, driving clarity in lead scoring and marketing ops amid major organisational change. •Izzy Johnson – Senior Marketing Manager at AMS, navigating friction in professional services with long sales cycles and a historically sales-led culture. •Shaun Hughes – UK Field Marketing Lead at Rackspace, bringing insights from evolving a sales-first organisation into one where marketing has greater strategic voice. Together, they explore: •Where sales & marketing most often break down today •Frameworks, rituals, and processes that actually build trust and alignment •How to design messaging, campaigns, and data that support real sales outcomes •The one fundamental shift they’d make to transform the sales-marketing relationship Whether you sit in sales, marketing, or leadership, this episode is packed with insights on how to transform friction into flow and build a go-to-market engine that truly works together.
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