When B2B SaaS Sales and Marketing Speak Different Languages in Supply Chain

Host: Annik Sobing Guest: Niki McKinnell Published: May 2026 Length: ~22 minutes Presented by: Global Training Center Niki McKinnell on Sales, Marketing, and the Story Behind Supply Chain Growth Annik Sobing welcomes Niki McKinnell to the Simply Trade Roundup for a conversation about what happens when sales and marketing break down in B2B SaaS supply chain companies. Niki shares how her career began in public sector communications and crisis press offices, how she learned to build a story with limited resources, and how that foundation shaped the way she approaches marketing, messaging, and go-to-market strategy today. What You’ll Learn in This Episode How Niki built a career around storytelling Niki explains how her path started in government communications, where she worked in press offices and crisis environments. She talks about how those early experiences taught her to think strategically about messaging, audience, and impact. Why sales and marketing break down The episode explores the most common reasons sales and marketing teams lose alignment in supply chain SaaS companies. Niki describes how different definitions, assumptions, and metrics can create friction even when everyone is working toward the same goal. What makes supply chain different Niki breaks down why supply chain has its own flavor when it comes to go-to-market strategy. Buyers are focused on their operations, not your product, which means credibility, timing, and intentional messaging matter more than ever. How to bring teams back into alignment One of the most useful parts of the conversation is Niki’s framework for stronger execution: alignment, coordination, and visibility. She explains how teams can work more intentionally before, during, and after GTM activity so they are moving with the same goals in mind. Why long sales cycles need a different approach Niki and Annik discuss how complex buying committees, long sales cycles, and deeply rooted habits make this industry especially challenging. Niki shares how companies need to adapt their strategy to meet buyers where they are. What to do when pipeline stalls Niki offers advice for founders and leaders who are struggling with pipeline. Her recommendation is to focus on the brand, demand, expand framework, with brand awareness, demand generation, and customer growth all working together to support revenue. Who this episode is for This episode is especially valuable for marketing leaders, sales teams, founders, and GTM professionals working in supply chain or B2B SaaS. It is also a great listen for anyone trying to understand how strategy, communication, and alignment shape growth in a complex industry. This podcast is presented by Global Training Center.  Subscribe & Follow Stay connected with the Simply Trade community and never miss an episode that helps you trade smarter. 🎧 Listen on: Apple Podcasts • Spotify • YouTube 💬 Connect with us: Simply Trade • Global Training Center • Trade Geeks Community Don’t forget to rate, review, and share with your fellow trade geeks! Want to be on the show or have topic suggestions? [email protected]