In order to hit your revenue growth objectives, your sales and marketing strategies must be aligned. This week on SBI TV, watch as we discuss five key activities to achieve this strategic alignment with our special guest, Alex Shootman. Alex is the president of Apptio, an organization that allows companies such as Cisco and Microsoft to manage the business of IT. He is responsible for the company’s entire field operation and has over 25 years of business experience.

 

In our first segment, we begin our marketing strategy discussion with brand planning. We discuss Apptio’s brand promise, and why you should believe it. We also examine how the sales team lives the brand in the field every day. And how their brand differs from their competition.

 

In our second segment, Alex shares how to create and distribute compelling content. He’ll explain how he thinks about the content journey, and how to advance the conversation with prospects. We’ll then move on to marketing campaign planning. How does Alex create well thought out and successful campaigns at Apptio? He’ll cover this topic in detail from planning, messaging, nurturing, and more.

 

In our final segment, Alex will share how to build the organizational design model. He’ll explain the roles of both product and field marketing, and the differences between the two. And finally, Alex will discuss how the operations teams supports the organization and helps them be successful.

 

The marketing strategy is a key input into the sales leader’s sales strategy. If there is not alignment between the two, revenue growth will suffer. Watch here as Alex gives our audience five ways to achieve strategic alignment between the two functions. Achieve alignment as Alex has, and revenue growth will take care of itself.

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.
Learn more about Greg Alexander >

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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