video |
June 14, 2018
Establishing Interlock between Marketing, Sales, and Product
By: Matt Sharrers
Our guest today is Jamey Heinze, the Chief Marketing Officer at iGrafx. Jamey has a unique background with significant experience in sales for the first 1/3rd of his career, and then product management for nearly a decade, and now as a senior marketing executive for the past ten years. We can’t think of a better guest to have the insights from sales, product, and marketing to serve as our expert guest on the topic of functional interlock.
Today we are going to demonstrate how a marketing executive establishes a meaningful interlock between marketing and your peers in sales and product development.
Why is this important? Companies that are aligned internally and externally are four times more likely to make their revenue number, according to SBI’s annual research report.
Each of the topics below are timestamped so you can easily find what interests you most.
Skip to minute 5:59 to hear Jamey say:
“Sales, if you do it right, teaches you empathy for the customer. Product taught me empathy for the sales guys. If they don’t have a product that’s easy to buy and sell it’s difficult for everyone. Being a marketing leader and overseeing all of it has taught me empathy for the company. Specifically, if the company doesn’t have the right culture to support product and sales they’re constantly fighting an uphill battle…”
Listen to minute 18:10 when Jamey talks staying interlocked with your peer in sales.
“Nothing is set in stone. It can’t be. What you put on paper is a living document that doesn’t get put on a shelf and expected to live on its own. It has to be updated weekly. A best practice is having a meeting with your peer in sales where you’re looking at a documented score card …”
Skip to minute 21:39 to hear Jamey discuss the problems he walked into in his first six months and how he solved them:
“I learned that what I consider the heart of the demand generation engine, the CRM and marketing automation systems were lacking in terms of data, cleanliness, and how they were being used…”
Want to learn more about how artificial intelligence (AI) can be used in sales and marketing? The AI Growth Summit from InsideSales.com, is a select gathering of sales marketing professionals, debuts on June 20. The summit will cover practical advice from over 30 top leaders on how to drive business results with machine learning technology.
Register for the AI Growth Summit here…
Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.
Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.
Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.
Read full bio >
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