E87: Sales and Marketing Alignment
B2B Marketing Futures · Adzact
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Show Notes
Despite chasing the same revenue goals, sales and marketing teams often struggle to truly work together. In this episode of B2B Marketing Futures, host Joaquin Dominguez sits down with four industry leaders—Keith Rabkin (President at PandaDoc), Red Drummond (Senior Marketing Manager at Wood Mackenzie), Jason Recacho (Solutions and Ecosystems Expert), and Mark Towler (Product Marketing Expert)—to unpack the real friction points between sales and marketing and how to overcome them.
Expect a candid conversation covering:
- The root causes of misalignment and how incentives can sabotage collaboration
- Why MQLs don’t cut it anymore—and how SQLs and pipeline thinking change the game
- How product marketing can become the secret weapon for sales enablement
- The role of data, AI, and company culture in driving meaningful alignment
Packed with practical insights and real-world examples, this episode offers a roadmap for turning friction into flow.
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