Discussion Highlights
0:00 Barriers to aligning the marketing team with the sales team
2:42 Using social media to reach individuals, not market segments
4:15 The architecture of unfolding your message
6:25 The core to developing a consistent, brand message

A while back, I worked with Debbie Rosen and Jennifer Troxell at Global360 to help design and implement a marketing campaign to give international visibility to their BPM solution in the SharePoint space. In a year and a half, we were able garner two Partner of the Year Awards at the Microsoft WPC in 2011 and place the company in a position to be purchased by OpenText for $260 million dollars.

For this interview, Debbie and I met in the lobby of the New Yorker Hotel on 8th Avenue in New York City. She was in town talking to clients about her new company, Sonatype. Our discussion centered around the ideas that Debbie has formulated on why marketing and sales teams are usually not aligned with their messaging. It's an interesting dilemma, because in theory everyone should be working from the same playbook, but something gets lost in translation.

Is there a simple way to align the teams so there is a consistency in the messaging coming from the company? Have a listen.

External Resources
About Debbie: http://www.linkedin.com/profile/view?id=1664235
Sonatype: http://www.sonatype.com/
Open Source Software Security: http://en.wikipedia.org/wiki/Open_source_software_security