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This episode of Marketing Trends was conducted live at the Salesforce World Tour in Chicago. It features an interview with Tracy Eiler (LinkedIn | Twitter), CMO of InsideView and co-author of Aligned to Achieve: How to United Your Sales and Marketing Teams into a Single Force for Growth.

On this episode, Ian and Tracy discuss why sales-marketing alignment is so important, how to achieve it, and common CMO pitfalls to avoid.

Tracy’s Background in Marketing - (01:40)
- Tracy started as an SDR (though it wasn’t called that at the time).
- She caught the marketing bug when she bought a business intelligence console.
- Mentioned: Tracy’s book on sales-marketing alignment:

Sales-Marketing Alignment Best Practices - (03:00)
- Ian compares sales and marketing alignment to his time in the military when guard shifts would blame each other for things that didn’t get done.
- “No finger pointing. There is nobody to blame. You just solve the problem.” - Ian Faison
- According to Tracy, the number one “cause of death” for a senior marketing executive is a Sales VP. Marketing usually goes away first.
- “One of the fundamental differences is salespeople are working on a monthly or quarterly cadence, and marketing is working on a much longer cadence than that. And so that is part of what drives the tension.” - Tracy Eiler
- Tracy has a “Smarketing” meeting every other week between sales and marketing leadership. It’s very tactical, it looks at leads, data, and gets the organizations on the same page.
- Another best practice of Tracy’s is she co-locates new marketers with salespeople when they first start.

Presenting a United Front - (11:02)
- Customers and potential customers don’t see a marketing organization and a sales organization. They just see a company.
- “68% of the buyer's journey is complete before they ever make themselves known to us. So we spend a lot of time thinking about making information super accessible, being easily searchable, and anticipating what they might need.” - Tracy Eiler
- It’s important to perfect the handoff from marketing to sales so that potential customers don’t feel like they are starting from scratch.
- “The hand-offs in the background must be seamless, and that is all about the data and the systems that underlie it.” - Tracy Eiler

Avoiding CMO Pitfalls - (14:30)
- CMOs are rarely invited to sales meetings. Sometimes they just have to crash them.
- To avoid becoming the FNG, you have to force your way into the rhythm of the sales team.
- “There is going to be conflict in the sales and marketing teams, and you can make a difference there by bringing those leaders in the room together.” - Tracy Eiler
- Transparency is absolutely critical. Sales and marketing should know what each other are doing and why they are doing it. Sales should know how lead scoring happens and why.
- “Good marketers are going to study the vocabulary that their buyers are using so that they can help their sellers with content that’s going to match that.” - Tracy Eiler
- “I’d say you’re very hip.” - Ian Faison

Pardot Lightning Round - (29:50)
- Most fun app: Twitter
- Worst advice ever received: Blend in. Dress drab. Don’t stand out.
- Future of Marketing: Chatbot technology.
- Women in Revenue: An organization committed to helping women advance their careers in sales and marketing.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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