B2B Marketing: How to Stand Out

Erin Walker made marketing a permanent seat at the table on customer calls, in QBRs, and in pipeline reviews. As former global VP of direct sales at Lytx, she built sales and marketing alignment. She and host Paul Clinton cover how to bring marketing into enterprise deals without getting pitchy, how to use sales calls to find where messaging breaks, and why pain points beat product every time.

Kris Blackmon oversees the partner channel for AvePoint, an enterprise software company, along with her other duties as director of global marketing. She joins us to talk about how to approach GTM messaging and sales enablement for this channel.

John Wright, recently SVP at Employ, shares thoughts about what sales-marketing alignment looks like at the enterprise level, what sales looks for in GTM messaging, and whether lead attribution is helpful.

We talked with Franck Ardourel, who specializes in helping companies implement AI to improve operational efficiency. Franck shares 3 ways A.I. can help your business, including when to use it to help with GTM messaging.

Sean Lyden, of Systematic Selling, helps Paul define sales and marketing functions and discusses the dysfunctions of siloing, opportunities of integration, and tactical ways to connect these core growth levers.