『How to Get Sales and Marketing Operating as One Team with Heidi Melin』のカバーアート

How to Get Sales and Marketing Operating as One Team with Heidi Melin

How to Get Sales and Marketing Operating as One Team with Heidi Melin

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About this episode Sales and marketing alignment is not really about sales and marketing. It is about the customer. Today’s buyers are in control. They do not experience your company as a marketing funnel, a sales process, a handoff, or a department chart. They experience one buying journey. That means we can no longer afford an artificial divide between marketing and sales. That is why I interviewed Heidi Melin, then CMO at Workfront, about how to get sales and marketing operating as one revenue team. Heidi has spent her career leading marketing in fast-growing software companies. In this conversation, she shares why alignment starts with a shared view of the customer, how teams can stop arguing over numbers, and why marketing’s job does not end when a lead is handed to sales. We talk about building one revenue process, using customer interviews to understand how buyers actually buy, creating shared goals and metrics, bringing finance into the revenue conversation, and balancing data-driven marketing with customer empathy. About Heidi Melin Heidi Melin is a career CMO with deep experience in fast-growing software businesses. She has led marketing teams through growth, digital transformation, sales alignment, demand generation, and customer-focused revenue strategy. At the time of this interview, Heidi was CMO at Workfront. Chapters 00:00 Introduction to Heidi Melin 00:34 How sales and marketing operate as one team 02:30 Why revenue is one business process 03:32 Focusing on the customer buying process 08:15 Mapping the customer buying process 12:56 Why marketing cannot stop at the handoff 16:15 Running weekly revenue team meetings 25:50 Bringing empathy back into marketing A few things worth taking away Sales and marketing alignment starts with the customer, not the org chart.Marketing and sales are not two separate business processes. They are part of one revenue process.The handoff matters, but it is not the most important thing. The buying process is.Teams waste too much time arguing about whether the number is right instead of diagnosing what needs to improve.Shared metrics matter because they give sales, marketing, finance, and operations one view of the truth.Customer interviews are one of the best ways to understand how buyers actually move through the buying process.Marketing’s job does not end when a lead becomes an opportunity.A weekly revenue team meeting can help turn sales problems, marketing problems, and finance problems into shared revenue problems.Technology should support the business process, not drive it.Even in B2B, you are not selling to companies. You are selling to people. A few lines that stuck with me “It’s one business process, not two separate business processes.” — Heidi Melin “We’re just trying to facilitate a buying process.” — Heidi Melin “You have to go all the way back to the customer.” — Heidi Melin “There is nothing that is more valuable than interviewing customers that have just been through that process.” — Heidi Melin “It’s not a marketing problem. It’s not a sales problem. It’s not a finance problem. It’s a revenue team problem.” — Heidi Melin “You’re not selling to companies. You’re selling to people.” — Heidi Melin Resources mentioned Heidi Melin on X/TwitterWorkfront You may also like 4 ways to adopt human-centered marketing and get better resultsThe Biggest Contributor to B2B Revenue31 ways to improve marketing-sales alignment quickly3 Good Questions to Align B2B Marketing, Sales, and StrategyHow Sales Hustle and Automation Can Hurt Customer Experience Listen and subscribe If you found this episode helpful, subscribe to the B2B Roundtable Podcast wherever you listen. Full transcript Brian: Well, Heidi, welcome and thanks for joining us today. Can you tell our listeners a little bit about yourself and your background? Heidi: Absolutely. I’m a career CMO. I’ve been in marketing for my entire career, having started really on the advertising side, but mostly focused on fast-growing software businesses. I recently joined Workfront, and I am the CMO at Workfront. Brian: Well, I’m excited to talk with you about our topic today, which is sales and marketing operating as one team. How can sales and marketing operate as one team even though both groups may report to different people? Heidi: Throughout my career, I’ve had the opportunity to work really well with some sales teams, and I’ve also learned my fair share from working with sales teams and marketing teams that don’t align very well. All of those lessons learned include things like ensuring that the goals are aligned and ensuring that the marketing team has the same goals as the sales team. Certainly, the marketing team tends to have a broader view of the marketplace and a longer-term view. But the immediate-term goals have to be aligned. Being aligned on lead generation or demand goals with the sales teams is critical. We talk about it inside...
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