How close should the sales and marketing teams work together? The answer: much closer than most companies think.
Jason Widup (Moderator)
VP of Marketing, Metadata
Amy Slater, Olivier L'Abbé & Sydney Sloan
Global VP Sales, Palo Alto Networks · President, Metadata · CMO, Salesloft
Alignment Through Shared Goals
When sales and marketing reduce the distance between departments, they discover similar objectives. Collaboration enables faster problem-solving and idea-sharing, transforming two separate teams into one unified force addressing shared challenges.
Metrics That Drive Progress
While departments may track different metrics individually, revenue growth should serve as the overarching focus. Leadership must establish alignment on which metrics both teams share to ensure accountability toward company-wide objectives.
Sales Insights Improve Marketing
Sales representatives possess frontline customer knowledge about pain points, needs, and expectations. Marketing should leverage sales input during content creation and review customer calls to generate messaging that truly resonates with buyers.