In this episode of B2B Marketing Futures we unpack what it takes for go-to-market teams to win when they truly operate as one. From a shared customer view to frictionless handoffs, our panel surfaces practical fixes, data, processes, and habits that turn cross-functional intent into measurable impact.

Participants

•Shannon Richardson — Director of Performance Marketing, Sage. (From campaign management to a performance model: data fluency, iteration, and linking brand activity to organic uplift and ARR.)

•Will Pearlman — Marketing & Operations Consultant. (The operational backbone: CRMs, clean data models, incentives and “rules of engagement” that enable collaboration.)

•Yasmin Aldini — Senior Director, Marketing Operations, Infineon Technologies. (A move to customer-centric selling supported by ops: richer CRM insights, digital collaboration, and cross-product enablement.)

Together they explore

•What a fully aligned, high-performing GTM team looks like in practice

•How to turn field and performance insights into action and where signals get lost

•Why shared planning helps (and why it’s so hard in reality)

•The biggest friction points in handoffs and concrete ways to reduce them

Whether you work in marketing, sales, product, or ops, this conversation is full of tactical lessons to replace silos and slowdowns with clarity, trust, and measurable performance.

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