Smarketing in Practice: Aligning Sales and Marketing Across Markets - with Ylva Eriksson

Sales and marketing say they're aligned. The data tells a different story.Ylva Eriksson, CMO at Winningtemp and B2B marketing leader with experience scaling across multiple markets, joins Michael Jäger to get practical about what sales and marketing alignment actually requires, beyond the manager relationship and the good intentions.In this episode:✌️ Win #1 — Aligning the systems: how implementing an account-based marketing platform (N.Rich) gave sales and marketing a shared view of every touchpoint and finally made it possible to show sales the real value of marketing activity.✌️ Win #2 — Building events and webinars as a joint effort: how co-creating content with sales input leads to more relevant programmes, more engaged reps, and, as one top-performing AE put it, a reason to stay in touch with every target account.🌱 Fail — The cold outreach agency that didn't deliver: why bringing in an agency for quick results in an unknown market almost never works, what Ylva's team got wrong, and the one condition under which agencies actually do perform.If you lead marketing, run a sales team, or sit anywhere along the GTM motion, this episode gives you three concrete moves for turning "we're aligned" from a talking point into something you can see in the data.Connect with Ylva:🔗 LinkedIn: https://www.linkedin.com/in/ACoAAAPZSd8BqpYQgCwYGQy4rej6v03FcD0iwGc/🔗 Winningtemp: https://www.winningtemp.com🎙️ Beyond Revenue is hosted by Michael Jäger, Managing Partner at Cremanski & Company. New episodes every Friday.⏱️ Episode timestamps00:00 — Intro & Ylva's background01:17 — What the CMO role at Winningtemp actually involves02:26 — The biggest misalignment when companies scale internationally04:05 — The most common myth about sales and marketing alignment05:13 — How to know alignment is broken even when everyone says it's fine05:57 — Where to start when aligning sales and marketing in a new market06:39 — Win #1: Aligning the systems with ABM (N.Rich)08:34 — Win #2: Events and webinars built together with sales10:03 — Fail: The cold outreach agency that didn't deliver13:51 — Key takeaways