Two Straightforward Steps CMOs Can Take to Align With Sales
We’ve been digging deep into the skills required for Future Ready CMOs and we’ve uncovered some very specific skill sets that seem to be rapidly emerging. The first of which is the ability to forge cross-functional relationships with leadership to influence improvements in product, customer service, sales, you name it. CMOs are inherently relationship people so it seems natural that these bonds have already been forged but what does it actually mean to take a lead in these relationships and really make an impact?
In our work with B2B companies, we’re seeing a lot of movement towards buyer-centric strategies given how rapidly behavior has changed over the past few years. Marketing and sales leaders are being tasked to develop account and buyer strategies that require a significant shift in the way that marketing and sales teams work together. They’re moving from “alignment” to “integration” but it’s not an easy path. The disciplines are similar yet so different. Who should take the lead?
There are CMOs doing this well today, yet many more are still looking for ways to take a larger leadership role. In fact, while there’s a rallying cry for these disciplines to come together, we’re actually seeing that sales leaders are often making headway while their CMO counterparts struggle to activate their own vision lacking the experience required to move “down-funnel” as they say. The result is not just a fracture between sales and marketing. We’re seeing a rapid decline in mid-funnel performance and an increase in CAC and a decrease in CLV. The business case for alignment is significant.
No two companies or CMO journeys are alike. That’s why we’ve been talking to a lot of different leaders to learn how they are approaching the challenge. We’re finding, not surprisingly, that those who are succeeding, have cross-disciplinary experience and leadership in their DNA. I’ve been personally inspired by Tracy Eiler, CMO of OpenSesame, Co-Founder of Women in Revenue and author of “Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth.” Throughout her career Tracy has been recognized as a B2B Marketing Thought Leader, B2B Demand Marketing Game Changer and Top 15 Most Influential Women in B2B Marketing.
Tracy was referred to me by multiple people. I’d start talking about the topic of sales and marketing alignment and the next thing I’d hear is “you’ve got to meet Tracy. She’s an expert at what you’re describing.” So of course I set out on a mission to meet and learn from her. It’s been an absolute pleasure getting to know Tracy and learning from her. Recently, we had a chance to talk with her on the Future Ready CMO Podcast. You can listen to the full episode here.
Mary and Tracy at our first in-person meeting in San Francisco, March 2023.
TL;DL, Tracy provided two really critical pieces of advice that can help any CMO take the next step and lead not only alignment but acceleration in GTM performance and growth.
Change How You Think About Marketing: Think of your role as an enabler of meaningful conversations and relationship-building. your sales team. You’re not creating “leads.” Marketing has been a campaign-oriented discipline focused on individual personas and targets. But we live in a multi-threaded, multi-channel universe now. You’re generating engagement and interest across accounts that will ultimately culminate in a conversation on how to solve a problem. Help your sales people enrich those conversations and build the relationships and measure the impact of that.
Become an Expert on Sales Process: Don’t wait to take the lead. Just do it. Marketers have to be in front. We know how to lean across the aisle and bring people together. But start every role by learning as much as you can about the sales process and build your marketing programs out from there. Your sellers are your customers and the front line to your buyers. Learn how they operate and what they need to succeed and be a partner in that.
Tracy is a huge advocate of young marketers spending time in sales. Tracy spent the early part of her career as an SDR then a sales leader and moved into marketing from there. This gives her the unique perspective required to succeed as a marketing leader now.
If you’re inspired by Tracy or have an alignment story of your own that you’d like to share. I’d love to connect. We’re all on this journey together and every story helps us learn, grow, and lead.
