3 Ways To Ensure Marketing and Sales Produce Measurable Results

Modern Marketing Engine podcast hosted by Bernie Borges

Subscribe to Modern Marketing Engine

Apple Podcasts |Stitcher |Google Play | Google Podcasts

The marketing and sales teams in fast-growing technology companies must be aligned to produce measurable results. Conversica is a fast-growing tech company with a leadership team dedicated to marketing and sales being tightly aligned. Learn what it takes to create united marketing and sales groups and how unity produces measurable results, with Rashmi Vittal, CMO, and Gregg Ames, CSO of Conversica.

This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com How Traditional Marketing and Sales Alignment Is Defined

Traditionally, marketing and sales have been organized independently of one another in an organization. The marketing team is responsible for brand building, lead generation and attracting opportunities in the market for a company. The sales team is responsible for diligently following up on leads to meet revenue targets.

Historically, each department handled their individual tasks with individual goals rather than working collaboratively. Separating marketing and sales activities and goals has led to distrust and disagreement over many topics ranging from the quality of leads to the meaning of data and metrics. Each team sought to achieve their results based on their own goals.

At Conversica, marketing and sales leadership works very collaboratively. In fact, their mindset is one of unity between marketing and sales with a shared focus on meeting the needs of their customer.

The Ideal Customer Profile Explored And Defined

Gregg explains that marketing and sales work closely together to define the ideal customer profile, aka ICP. Additionally, the success and delivery teams also play a key role in understanding their ICP. They have created a bullseye chart to define and illustrate their ideal customer profile. They constantly monitor their achievement in winning customers within their ICP and even explore winning outside their ICP bullseye.

The leadership team at Conversica invests heavily in training and enablement. The more knowledgeable their teams are, the more effective they are in their sales conversations. Investing in ongoing training and in industry knowledge empowers and enables the sales team to grow their lead conversions.

Both Gregg and Rashmi believe that collaboration has strengthened their vision of the ideal customer profile and the message they use to attract companies to learn how Conversica’s AI assistant technology can help improve their business results.

Feedback From The Customer Success Team Fuels Change

Deriving and interpreting feedback from the Customer Success (CS) team is critical to ongoing success. Customer Success interacts directly with the client and is the gateway through which both marketing and sales garner information about how they use Conversica. These insights enable them to be responsive to the needs of the customer during the buyer’s journey. The collaborative work between marketing and sales enables them to revise the sales process as needed.

Customer Success teams also play a paramount role in reducing “churn.” Their feedback on how the customer uses Conversica‘s products, allows the marketing and sales teams to take action to minimize churn and maximize winning best-fit customers.

How Mutual Accountability Drives Performance

Gregg and Rashmi are impressively passionate about how their teams are accountable to each other and to the company. They both want Conversica to succeed and stay profitable and they understand they must win together through collaboration. Digging into the data together, evaluating operational details, and working together on a shared view of the business allows them to optimize their time and make adjustments where needed.

Rashmi explains how working together through open lines of communication builds and maintains mutual respect and trust. This allows the teams to work more effectively. Gregg touches on how marketing and sales are not static. United marketing and sales teams continuously adapt and refine their processes.

Building integration and collaboration across marketing, sales, and customer success play a huge role in Conversica’s ability to create measurable results while being adaptive to evolving market dynamics.

Featured on This Episode

• Rashmi Vittal on Twitter: @rashmivittal10
• Rashmi Vittal on LinkedIn
• Gregg Ames on LinkedIn
• Conversica on Twitter: @MyConversica
• Conversica on LinkedIn
• Conversica on Facebook: @conversica

Outline of This Episode

• [1:07] Welcome Rashmi Vittal, CMO, and Gregg Ames, CSO at Conversica
• [2:19] What is Conversica?
• [2:40] How is AI assistance providing value for sales and marketing teams?
• [3:48] Rashmi discusses the traditional definition of marketing and sales alignment.
• [4:57] Gregg defines the ideal customer profile for Conversica.
• [8:32] Gregg and Rashmi unpack the role of the customer success team.
• [10:45] What does it look like to be united in marketing and sales at Conversica?
• [14:42] How do you create mutual accountability in moving toward performance goals?
• [17:22] Stronger alignment is more collaborative and creates better results.
• [18:56] Sales and marketing is a process of continuous improvement and collaboration.
• [19:28] How alignment affects team staffing.
• [21:36] Bernie’s summary of the conversation about sales and marketing alignment.
• [25:20] Rashmi notes that Conversica is at the beginning of the journey to unity.

Resources & People Mentioned This episode is sponsored by Conversica, AI software for marketing and sales that fosters real conversations to discover the most qualified sales opportunities. Learn more at https://conversica.com

• Conversica
• The Selling With Social Podcast with Vengreso CEO, Mario Martinez, Jr

Connect With Bernie and Modern Marketing Engine

• https://www.Facebook.com/modernmarketingengine/
• https://www.linkedin.com/in/bernieborges/
• https://twitter.com/bernieborges
• https://instagram.com/bernieborges
• https://Twitter.com/MMEnginePodcast

Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts

There are TWO WAYS you can listen to this podcast. You can click the PLAYER BUTTON at the top of this page… or, you can listen from your mobile device’s podcast player through the podcast subscription links above.