What does sales appreciate most about marketing, and where do the wheels come off in the quest for forging an aligned revenue team?
Todd VanGilder, Vice President of Business Development at WTI, finds that close collaboration with marketing has numerous benefits. Marketing makes his job easier by building a brand and educating buyers, making that first sales engagement easy to secure and more productive.
He uses HubSpot to understand customer interactions with marketing materials, and relies on lead scoring to prioritize outreach. Content supports both web education and account-based strategies, where diverse buyers groups and long sales cycles are the norm.
Todd views sales and marketing as one revenue team, responding to business needs with a sales strategy supported by marketing.