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From Blame to Gain: Achieve Sales and
Marketing Alignment and Drive B2B Growth
Kelly Hopping & John Eitel
Kelly Hopping
BOOK LAUNCH PANEL
AUTHORS MODERATOR
Kelly Hopping
Demandbase CMO
John Eitel
Demandbase CSO
Chris Moody
Demandbase Brand
Yes, It’s Your Fault
Why this book, why now?
The Values of Alignment
10%+
impact of misalignment
on annual revenue
48%
of enterprises still struggle
with alignment
66%
believe prioritizing alignment is
critical
to growth
Sources:
DGR 2023 C-Suite GTM Benchmark Survey
Marketsource
Why us?
The Values of Alignment
A Brief History of Alignment
Working in Silos
Sales and marketing teams
have never been aligned.
They were created in silos and
they’ve remained in silos.
Sellers Marketers
Concrete, action-oriented,
focusing on immediate outcomes
and practical solutions to customer needs.
Direct, face-to-face communication. Thrive in
settings where they can engage with clients and
prospects, practice active listening, and tailor
messages to individual customers needs.
Higher tolerance for risk and rejection.
Tendency to move fast, feeling urgency to
close deals and move on to the next.
Want to drive execution.
Abstract, visionary style,
long-term planning, market research,
and creative problem-solving.
Indirect communication channels, such as digital
marketing and content creation, where they can
reach broader audiences and convey brand
messages through various channels.
More measured approach to risk.
Tendency to move more slowly, wanting to
refine the design and messaging of
project before launching.
Want to evoke feelings.
The Values of Alignment
People Process Tech/Data
Bridging the Gap
Q&A
Available 6/11 on

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Yes, It's Your Fault Book Launch Webinar

  • 1. From Blame to Gain: Achieve Sales and Marketing Alignment and Drive B2B Growth Kelly Hopping & John Eitel
  • 2. Kelly Hopping BOOK LAUNCH PANEL AUTHORS MODERATOR Kelly Hopping Demandbase CMO John Eitel Demandbase CSO Chris Moody Demandbase Brand Yes, It’s Your Fault
  • 3. Why this book, why now? The Values of Alignment 10%+ impact of misalignment on annual revenue 48% of enterprises still struggle with alignment 66% believe prioritizing alignment is critical to growth Sources: DGR 2023 C-Suite GTM Benchmark Survey Marketsource
  • 4. Why us? The Values of Alignment
  • 5. A Brief History of Alignment
  • 6. Working in Silos Sales and marketing teams have never been aligned. They were created in silos and they’ve remained in silos.
  • 7. Sellers Marketers Concrete, action-oriented, focusing on immediate outcomes and practical solutions to customer needs. Direct, face-to-face communication. Thrive in settings where they can engage with clients and prospects, practice active listening, and tailor messages to individual customers needs. Higher tolerance for risk and rejection. Tendency to move fast, feeling urgency to close deals and move on to the next. Want to drive execution. Abstract, visionary style, long-term planning, market research, and creative problem-solving. Indirect communication channels, such as digital marketing and content creation, where they can reach broader audiences and convey brand messages through various channels. More measured approach to risk. Tendency to move more slowly, wanting to refine the design and messaging of project before launching. Want to evoke feelings.
  • 8. The Values of Alignment People Process Tech/Data

Editor's Notes

  1. Moody to open / housekeeping notes Before we get into the webinar, I have a few housekeeping items to cover: We will have a Q&A portion at the end of this webinar so be sure to input your questions in the question box on the screen. We will likely not have a chance to answer all of the questions and will follow-up with everyone who submits a question, once the webinar is over. And of course, we are also recording this webinar and the on-demand version will be sent to you within a few days. Alright let’s get into the webinar…
  2. Each person to introduce themselves Flow: Kelly - John - Moody
  3. Moody: Tee up - Why this book? Kelly: We’ve lived this. Present your personal take. Moody: … and why now? John: Why Now? Economic pressure, timely discussion, change begins with us. 10%: Source: Sales & Marketing Misalignment Impacts the Bottom Line, Marketsource 48 & 66%: Source: DGR 2023 C-Suite Go-To-Market Benchmark Survey
  4. Moody: Why you? Why do you believe you have the authority to write this book? Kelly: We are a unique couple to solve this together. John chimes in with personal story about the football game.
  5. Moody: Now let’s move into a brief history of alignment. We have a consistent theme here around many attempts to create alignment. John, let’s start with you, what’s your take? Why can’t we get this right? John: Share stories of the best and worst examples of M&S alignment through the years. Kelly to join in: Share stories of the best and worst examples of M&S alignment through the years.
  6. Moody: One of the many obstructions to alignment is the silos we work amid. Can you share your take and what makes us unique here at DB? Kelly: Talk about why we seem to remain in silos. What’s different here at DB? John to join in. What makes the DB sales team different?
  7. Moody: To continue the theme of silos, sellers and marketers operate differently so we really need to instill this change. John: Your take on sellers - work/collaboration style & how to flex to work with marketers Kelly: Your take on marketers - work/collaboration style & how to flex to work with sellers Idea - bring up the pipe builders calls or our ABM stand up meetings where marketers/sellers work together to create 1:1 account plans. At DB, we really strive to close the alignment gap.
  8. Moody: The values of alignment end up boiling down to People, Process, & Tech/Data Kelly: We go into detail in the book about these main themes but here are my top takeaways… John to chime in on your top takeaways - making this personal - building trust
  9. Q&A: Moody Now we are going to open it up for audience Q&A. As a reminder, you can still enter your questions in the Q&A chatbox on your screen. We have a bunch already in the queue and we won’t be able to get to all of them, but keep sending in your questions and we will follow-up after the webinar is through. Moody to Kelly: How do you actually practice alignment in your day-to-day? Potential Story/Example: Shark Week Moody to John: I get we need to have shared metrics but how do you ensure transparency and accountability? Potential Story/Example: Weekly Pipe Builders, The Pulse Moody to Kelly: How do you ensure your entire team feels this sense of collaboration and alignment beyond the executive level? Moody to John: What does success look like to you?
  10. Our book is now available on Amazon! And as a token of our appreciation for being here today, we would love to offer you early release pricing. Please check your screen here in ON24 and you will see a link to complete your purchase! Thank You: Moody OK, that about wraps it up. Thank you again for joining us and we hope you enjoy our book!