Pam notes that sales and marketing think and approach the same objectives very differently from the get-go. Sales and marketing teams have the same business and revenue objectives, but they usually differ in their approach. Salespeople say “accounts, “ whereas marketers say “buyer personas.” Salespeople focus on the bottom of the funnel, and marketing focuses on the top. Salespeople are driven by short-term objectives (i.e., quotas they have to meet), but marketers focus on long-term objectives (such as building brand awareness). 

But once you understand the differences, you can find commonalities and ways to work together. Can your teams do a joint initiative? Can marketing help build sales templates? Pam recommends that sales and marketing teams find one or two projects to work on together. 

Outline of This Episode

• [2:26] How to get to know your customer deeply
• [6:22] The number of “you” should be more than “we” 
• [11:18] Understand your company’s martech stack + processes
• [16:06] How to determine the tools to invest in
• [22:45] Proper integration of sales and marketing 
• [25:40] How to improve the quality of your MQLs
• [30:58] What is account-based marketing?
• [33:37] Kick off the year developing a marketing plan
• [36:52] How to successfully write a book 
• [41:15] Get connected with Pam Didner 

Resources & People Mentioned

• Everybody Writes by Ann Handley

Connect with Pam Didner

• Pam’s Website
• Check out Pam’s YouTube channel
• Pam’s podcast: B2B Marketing and More
• Follow Pam on Twitter
• Connect on LinkedIn
• The Modern AI Marketer
• Effective Sales Enablement
• Global Content Marketing

Connect With the Content Callout Team

• https://ContentCallout.com 

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