Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes.

• Misalignment within marketing and between marketing and sales
• Importance of shared KPIs and revenue team structures
• Challenges and solutions in marketing attribution
• Using AI effectively in enterprise sales and marketing
• Strategies for CMOs to survive and lead change

Time Stamps
01:15 - Introduction and overview of the funnel debate
06:40 - Internal marketing misalignment and KPI silos
18:50 - Revenue team KPIs and sales pipeline velocity
30:10 - Account selection and accelerating funnel velocity
42:00 - Attribution challenges and blended models
58:30 - AI use cases and limitations in B2B marketing
01:10:00 - Upcoming webinar and change management for CMOs

Main Takeaways

Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs.

Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews.

AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams.

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A. Lee Judge is the creator and host of The Business of Marketing podcast.
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This podcast is produced by Content Monsta - A leading producer of B2B Content.