Sales and Marketing Alignment: Building Shared Pipeline Accountability with Heather Adams

In this episode of Data Planet, host Emma Davis interviews Heather Adams, Principal Strategist of Catalyst GTM. The conversation explores how modern B2B organizations can eliminate friction between sales and marketing by aligning teams around shared revenue goals, pipeline accountability, and data-driven collaboration. Heather breaks down the evolution from traditional MQL-focused marketing to integrated go-to-market systems built on revenue impact, ABM execution, and buyer group engagement. She also shares practical frameworks for defining ideal customer profiles, creating messaging that resonates with enterprise buyers, and building fast feedback loops between SDRs, sales teams, and marketing leaders to improve conversion and pipeline performance.