Transcript
A (0:00)
The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice. Then visit iheareverything.com.
B (0:25)
From advertising to software as a service to data, across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.
A (0:53)
Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.
B (1:15)
I'm Benjamin Shapiro and joining me today is Kelly Hopping, the CMO of Demandbase. And today Kelly will reveal the secrets to creating sales and marketing alignment that drives measurable growth. All right, here we go. What's the best tip for a new CMO working with a skeptical, marketing resistant sales leader?
C (1:34)
I would say that's the most important relationship they should focus on building. I think when a new CMO gets there, they want to meet and greet across the whole company, get to know all the sellers, marketers, product finance, everything. I would have a spend a disproportionate amount of time with the sales leader and I would align, as we've talked about, like align on what is the number one thing you and I need to solve together. And that one thing is pipeline. Every time it's pipeline. So if you can align on like that, we're all driving to the same thing. I think the way they're skeptical is because they've heard somebody have leads, they've heard a CMO do a rebrand, right? Like us CMOs all come in and we like to do a rebrand and it seems like it's just like fluffy, whatever. And they're like, no, no, no, I need pipeline. And I think if you can get to the core of that issue, I think the other one is being willing to spend time in the data with that sales leader. Like if you can sit side by side, go through the data and be really, really open book about where are we failing, where are we succeeding? I think you immediately build trust and authenticity and kind of value with your CRO. Which I think is super important.
B (2:39)
We talked a little earlier about positioning marketing to be in service of sales goals. And it seems like when you're working with marketing resistant sales leaders, having them understand that you look at marketing's role as supporting them and bringing them things they need to be success, that that's a nice way to be like I'm here to help you as opposed to I'm gonna do my job, you do yours, and maybe we'll meet in the middle.