We are bookending your week, every week with a couple of podcast episodes that we hope can provide insights on how to be a better marketer, sales pro, or operator in your B2B company.
There’s never a dull moment working at the intersection between sales and marketing.
When the performance goes sideways it’s usually a result of incentives that don’t align, bad communication, and inconsistent activity. Instead of identifying a solution to the problem we waste cycles trying to protect our role and communicate why it’s someone else’s problem. Getting responses that start with a finger point is the first signal that the foundation is broken.
When things are clicking it’s typically the result of incentives lining up, regular communication cadences in place, and shared goals. A general understanding exists that one function can’t be successful without the other. The collaboration gets turned up to 100 and great communication becomes the guiding post for wins.
I had my weekly 1:1 with my sales counterpart Kate VanLue last week and decided to hit record during the back half of our conversation. She shares her thoughts on collaboration, interpersonal skills, and what’s resonating during her conversations with marketers in 2023.
The Juice is hosting How to Answer, “What’s the ROI of Our Content Marketing Program?” next Thursday at 1:00 pm est. I thought it would be a good idea to have an opening act to that event and hear the Chief Marketing Officer perspective on that question. That’s what we are bringing to you today on Modern Day Marketer.
Doug Bell is the CMO at Chief Outsiders and the host of the Revenue Generator Podcast. He shares his CMO perspective on the ROI of content programs. Doug insists that everything needs to tie back to the buyer journey and warns leaders again chasing the bottom of the funnel. They also discuss using AI as a tool to increase productivity, while keeping authenticity in mind.
In this episode we cover:
- Buyer’s journey: Why you are doing yourself and the people you are trying to reach a disservice by not considering it in your process
- Value of content: A crawl, walk, and run approach to considering content measurement
- Measuring success: Ways to measure if the content that you are creating is actually making an impact
- Sales/marketing org: How sales and marketing teams should adapt to the ever changing journey of your buyer
Struggling to justify the ROI of your content? The Juice is hosting How to Answer: “What’s the ROI of Our Content Marketing Program” on March 9 at 1 pm. Register today. 🧃