Aligning Sales and Marketing for Revenue Growth

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Fractional Futures is the essential podcast for CEOs, investors, and senior marketing executives looking to unlock the power of fractional marketing leadership.
 
Hosted by Paul Mills (  / pauljamesmills  ) , Founder at VCMO (https://www.vcmo.uk/) , and with special guests, we'll share expert insights, provide actionable strategies and explore real-world success stories to help you leverage fractional marketing leadership for maximum impact.

In this episode


In this episode, Paul Mills and Rob Nicholls discuss the critical alignment between sales and marketing functions in driving revenue growth. They explore the financial risks of disconnected teams, the role of the CFO in ensuring alignment, and the challenges and opportunities presented by Revenue Operations (RevOps). The conversation emphasizes the importance of shared metrics, establishing a revenue council, and creating a feedback loop to optimize marketing strategies based on sales insights. Ultimately, the episode highlights the necessity of building trust and relationships to enhance revenue generation and business valuation.


Special Guest 


Rob Nicholls (  / robnichollsconsulting-cfo-ned-advisor  ) , Founder Rob Nicholls Consulting, CFO, Board Advisor and Angel Investor


Key Takeaways

• Sales and marketing alignment is crucial for revenue growth.
• Disconnected teams lead to financial risks and inefficiencies.
• The CFO plays a vital role in aligning sales and marketing.
• RevOps has potential but often fails in smaller organizations.
• Shared metrics between sales and marketing drive accountability.
• Customer lifetime value is a key metric for success.
• A revenue council can enhance collaboration and insights.
• Feedback loops between sales and marketing improve strategies.
• Building trust is essential for effective customer relationships.
• Sales cycles can be shortened through effective collaboration.

Sound Bites


"Achieving collaboration is often easier said than done."


"Incentives are really important here."


"Sales should be accountable for conversion rates."


"A revenue council can drive accountability."


"Building trust is critical for revenue generation."


"You need to focus on building trust in the brand."


Contact VCMO


• Connect with the host on LinkedIn (  / paulmills-fractionalcmo  )

• Watch the Episodes on YouTube (   / @vcmo-uk  )

• Email us at [email protected] (mailto:[email protected])

• Visit our website vcmo.uk (https://www.vcmo.uk/)

• Phone us +44 (0) 331 630 9395


Thanks for listening & keep podcasting!

Fractional Marketing Leadership | Marketing Transformed.