“How is your relationship with Sales?” That is the question that Peter Isaacson, CMO of B2B marketing technology company Demandbase, posed to some of the 400 digital marketers at a recent GE marketing summit. Virtually every one of them responded that their unit experienced difficulty getting Marketing and Sales on the same page.
The epidemic misalignment between Marketing and Sales can be solved, Peter professes, by developing marketing solutions focused on accounts rather than individuals. But this is just one of several change management problems that B2B Marketing professionals face in this emerging “Golden Age” of marketing technology. Learn what to do about 3 of them in this Moneyball for Marketing podcast:
Peter Isaacson is the CMO of Demandbase, a B2B marketing technology company focused on advertising and website personalization. Demandbase makes it possible for businesses to deliver personalized ads to people at specific companies across the web and tailor the messages on their website to engage and convert these companies to customers. At Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing.