E139: Why Alignment Needs an Operating Model
B2B Marketing Futures · Adzact
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Show Notes
Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.
In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one.
This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.
Participants:
• Elise Cleary, Digital Marketing Manager, Elsevier
• Lisa Andreeva, Account-Based Marketing Manager, IFS
• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB
• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence