DiscoverMarTech Podcast ™ // Marketing + Technology = Business GrowthOne alignment tactic every B2B company should implement
One alignment tactic every B2B company should implement

One alignment tactic every B2B company should implement

Update: 2025-09-05
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Description

Sales and marketing alignment fails when teams optimize for different metrics. Kelly Hopping, CMO of Demandbase, explains how shared pipeline accountability transforms B2B revenue operations. She details moving SDR teams under marketing leadership while aligning both organizations to pipeline metrics instead of separate SQL and closed-won targets. The discussion covers implementing weekly funnel reviews and restructuring compensation models to create true cross-functional partnership.

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One alignment tactic every B2B company should implement

One alignment tactic every B2B company should implement