Half the Budget. 7X Conversions. This Is What Real GTM Alignment Looks Like | Lisa Cole

Sales ignoring your leads is a symptom. The real problem is that marketing and sales never agreed on what a lead was in the first place.Lisa Cole has walked into that problem at company after company, and she has a system for fixing it. As a four-time CMO and two-time published author, she has driven results that are hard to argue with: nearly $50M in pipeline at one organization, and at another, half the marketing spend with 7X the conversion rate and double the revenue impact.In this episode of the Revenue Problem Solvers Podcast, Lisa breaks down the RAMP framework - Review, Align, Mobilize, Propel - and explains exactly how she uses it to move a broken GTM function from misalignment to momentum. She covers the written survey she runs on day one, the cross-functional workshop that builds shared lead definitions from the ground up, and how RevOps fits into the execution layer.She also gets into the harder side of restructuring: what it looks like when every team is changing at once, how to prioritize markets when your budget can only stretch so far, and why running marketing like a professional services firm changes everything about how you allocate resources.Her latest book, The Limitless CMO, was releasing at the time of recording. Find her on LinkedIn at LisaCole01.This episode is brought to you by Virtual Causeway. A B2B demand generation built for organizations that need pipeline sales will actually work. Visit virtualcauseway.com and mention the show for a special rate.