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Search returned: 44 document(s).
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From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment
Event Recaps December 15, 2025Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.
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B2B Sales and Marketing Alignment
ASK Answers December 4, 2025How can I align my marketing and sales departments to improve leads and revenue?
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The Hidden Crisis Costing Brands Millions in Retail Media
POVs October 22, 2025Despite billions being invested into retail media campaigns, many brands are still letting internal misalignment derail their efforts, leaving ton of money on the table in the process. In this POV, we explore the most common internal issues around retail media activation and share how you can fix them.
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Speaking the CFO’s Language to Communicate Brand Value
Conference Session Videos October 5, 2025In this video, Alfred DuPuy, valuation and strategy director at Brand Finance, and Laurence Newell, managing director at Brand Finance Americas, discussed how to bridge the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand.
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Kia America: Building Cross-Functional Teams to Support Launch Campaigns
Event Recaps October 2, 2025For large-scale launch campaigns, the marketing operations team at Kia creates bespoke cross-functional teams fit for purpose. Kia explained its approach to organizational design based on campaign needs.
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From Cost Center to Growth Engine: Leading Change in Marketing Measurement
Event Recaps September 4, 2025Changing how a company views marketing takes more than data — it requires people, patience, and a plan. Prudential reshaped executive thinking through a mix of persistence, partnership, and proof, turning marketing from a line item into a lever for growth.
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The State of B2B Pipeline Growth Report
Knowledge Partners June 23, 2025Demand Metric and Pipeline360 surveyed 400+ B2B marketers across the US and UK, and the message is clear: alignment between sales and marketing is the strongest predictor of pipeline success. Optimizing channels, leveraging AI, and getting lead quality right are mission-critical in a resource-constrained environment.
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B2B Marketers Need to Dig Deeper to Boost Prospecting
B2B June 11, 2025A multichannel B2B marketing strategy is no longer a nice-to-have for companies but a major component for minting new customers. An increasingly popular tool? The telephone.
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Positioning Statement Worksheet Quick Win
Quick Wins May 25, 2025The Positioning Statement Worksheet Template provides a clear and simple formula for developing your positioning statement through five focused prompts. It’s ideal for messaging workshops or 1:1 work with product, sales, or marketing leaders to align on how your solution should be framed in the market.
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The Sales and Marketing Disconnect: Bridging the Gap
Leading Edge March 12, 2025Before businesses can start bridging the gap between marketing and sales departments, it’s vital to first acknowledge the all-too common disconnect.
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Defining the Rules of Engagement in B2B
B2B February 26, 2025Saima Rashid enjoyed working with 6sense so much that when she was ready to make a move in the early 2020s, she reached out to the software company about any possibilities. Just a few years later Rashid is playing a lead role expanding the company's "unified revenue" model, which is built on aligning the sales and marketing teams and breaking down business silos.
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How B2B Companies Get Smarter About Artificial Intelligence
B2B January 8, 2025David Edelman, an executive adviser at the Boston Consulting Group and co-author of "Personalized: Customer Strategy in the Age of AI," discusses how marketers can deploy artificial intelligence to create new kinds of personalized experiences that both marketers and salespeople can rally around.
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Sales Operations Maturity Assessment
Tools January 1, 2025Use this tool to evaluate your organization’s Sales Operations Maturity.
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Marketing-Influenced Revenue: Clarifying What Attribution Misses
Leading Edge November 25, 2024If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.
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Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating
B2B October 23, 2024A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.
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How Do Marketers Fix Broken Agency-Client Relations?
Trends and Technology October 11, 2024Stephanie McCarty, chief marketing and communications officer at Taylor Morrison, didn't intend to spark an industrywide debate when she dropped an article on LinkedIn detailing her frustrations with ad agencies. She received a mouthful in return from brand and agency reps alike and now has a much sharper sense of how both sides can enhance their relations and spark better outcomes.
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The Importance of Cross-Functional Relationships
Leading Edge October 9, 2024Revenue operations (RevOps) is often viewed as the silver bullet to siloed decision-making and inconsistent data sources, but you can’t expect a perfectly cohesive operation simply by investing in an organizational structure. If anything, we’ve found that sometimes revenue operations can just be sales operations in disguise, with some added responsibilities to other internal stakeholders. If sales is still the dominant voice in your go-to-market planning and execution, you’re missing out on the potential benefits of a truly cross-functional revenue operations group.
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Developing a Sales Mindset
Leading Edge September 25, 2024One group that we, as an industry, have had problems with over the years is sales. We have heard sales staff say that insights do “fluff,” “touchy-feely,” and “numbers” that don’t help them sell anything. Salespeople don’t mess around. If you aren’t helping them sell, then you aren’t helping them.
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B2B Nurturing Efforts Need to Grow Up
B2B August 9, 2024While the vast majority (nearly 90 percent) of B2B marketers are currently running lead nurture programs, per a recent study, such programs still leave a lot to be desired. Amid the growing power of purchasing committees and their unwillingness to engage with salespeople directly, the onus is on B2B marketers to segment their content to align with various stages of the sales funnel and make their communications with buyers much more personalized.
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Can AI Bridge the Sales and Marketing Divide?
B2B June 19, 2024Can AI solve the sales and marketing stalemate? The technology may be an elixir for one of the most common ailments between sales and marketing teams: aligning on prospects who need what the company sells, have the budget to buy, and are ready to move into the sales pipeline.
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