CMO Roundtables are an idea that Ian Dowe came up with in collaboration with the eMarketing Association. We’ve assembled a top-notch group of experts to ideate on an important topic: aligning marketing teams to drive go-to-market success. Our experts (in alphabetical order) include Joanna Bittle, of Marketbridge; Janet Barros and Kris Catterall, of HealthEdge; Dan Martin, independent consultant; and Sophia Moran.
Ian Dowe emphasizes the importance of breaking silos and integrating brand, product, and sales strategies. Joanna Bittle highlights that B2B buyers are 70% through their purchasing process before engaging with sellers, underscoring the critical role of brand marketing. Sophia Moran differentiates between brand and product marketing, stressing the need for consistent messaging across all channels. Kris Catterall details the use of ABM tools to personalize content and shorten sales cycles.
The panel agrees on the necessity of collaboration between marketing, sales, and customer success to achieve effective go-to-market strategies.
Discussion points include:
- The importance of brand marketing in shaping the value proposition
- The complexity of distinguishing between the company and the product in a single-product SaaS company.
- The value of understanding the Ideal Customer Profile (ICP) and Ideal Company Profile (ICP) for effective go-to-market strategies.
- The importance of understanding both the buyer and the company profile for effective messaging.
- The importance of involving marketing operations early in the process to ensure data accuracy and segmentation.
- The value of understanding the competitive landscape and continuously updating competitive intelligence.
- The importance of having a robust technology stack, including CRM, ABM tools, and marketing automation platforms.
- Why it’s important to have a variety of content mediums and mapping content to different stages of the buyer journey.
- The importance of integrating PR into the larger communications strategy and the challenges of measuring PR ROI.
- The importance of collaboration between marketing, sales, and customer success teams in shortening the sales cycle and improving the buyer experience.
- How cross-functional collaboration can ensure consistent messaging and effective go-to-market strategies.
