Bridging the Gap Between Marketing and Sales
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Sales and marketing professionals report that cross-functional collaboration delivers improved business outcomes. So what’s with the disconnect between...
Sales and marketing professionals report that cross-functional collaboration delivers improved business outcomes. So what’s with the disconnect between sales and marketing departments?
Global Marketing Operations Director, Melanie Bendiak, and Regional Marketing Manager, Laura Smith, have found that when these two teams align on their goals and work together, they are able to attract more– and better– opportunities.
Join us as Melanie and Laura share their best practices to leverage both departments’ strengths to optimize performance and work toward the same goals.
In this chat, you’ll learn:
- Ways to set goals to align teams
- How to set and communicate expectations effectively
- How to measure cross-functional success
Meet The Speakers
Laura Smith Leads the North America Regional Marketing team at Veracode, developing strategic and tailored programs in support of sales objectives. With fifteen years of experience, and thru her passion for creating unique and memorable experiences, Laura has a proven track record of developing and managing successful marketing campaigns, programs and events that drive strong ROI for Marketing and Sales.
Melanie Bendiak is the Director of Global Marketing Operations at Veracode with thirteen years of experience in marketing operations/analytics, primarily in SaaS B2B software for mid-market and startup-like businesses. Melanie specializes in improving the efficiency and effectiveness of marketing through process, technology, data, and analytics in order for marketing to achieve operational and strategic goals. Melanie has a track record of bridging the gap between marketing and sales so that all teams work with the same goal(s) in mind.
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Q&A
Q&A guidelines-
When introducing a brand new product to market, how much combining should we look at? We are in the build phase of a new eCommerce product and will need to start planning for Marketing and how we...
By: Catherine, Product ManagerPosted on 2021-09-14 -
I have a background in Digital Media, but not marketing, how can I get my foot into the market with my background?
By: Gabrielle, EditorPosted on 2021-09-14 -
Many people think tech is out of reach for those of us over 50, yet many of us are very tech savvy and fast learners. How can people over 50 get their foot in the door?
By: Jodie, Account ManagerPosted on 2021-09-13 -
No question at this time.
By: Christi, Marketing & PR LeaderPosted on 2021-09-13 -
I am transitioning from higher education administration and see myself going into the people management side of the tech industry. What are some good ways that I can leverage my experience to...
By: Celeste, Undergraduate college advisorPosted on 2021-09-13 -
I’m happy to hear more in general. No specific question at the moment. Thanks
By: Agnieszka, HR ManagerPosted on 2021-09-13 -
With Marketing (upfront) and technology (closing) evolving to customer behaviors, are sales departments fading away and eventually going to disappear?
By: Elisa, VP of MarketingPosted on 2021-09-13 -
How do I “update” my domain expertise in marketing? It’s easy to upskill tech skills since they’re (more or less) well defined. But less “structured” strategic skills are hard to cultivate in...
By: Sangeetha, MarketerPosted on 2021-09-13 -
What is the best way to build a top notch portfolio with no experience?
By: Christina, Software Engineer StudentPosted on 2021-09-13 -
How to navigate job searching during these times where you get cold calls, no feedback nor offer from job. How do you stay hopeful and maintain a positive outlook?
By: Ana, Program Project ManagerPosted on 2021-09-12 -
How into break into Tech
By: Ajoke, Vendor OperationsPosted on 2021-09-12 -
I am close to finishing bootcamp. When is the best time to start searching for a job?
By: Krystal, Program Project ManagerPosted on 2021-09-12 -
What are the best marketing channels for startups?
By: Andrea, Talent ManagerPosted on 2021-09-12 -
As a project/program manager with over a decade of experience in how project management works how do I get noticed in the tech industry coming from a more creative side of PM?
By: Sarah, Marketing & PR LeaderPosted on 2021-09-12 -
If 50+yrs old, is it possible to get hired by young interviewers?1 line to use to overcome age disparity.
By: JeannePosted on 2021-09-12 -
Best way to enter tech at an entry level position in a non technical role ?
By: Alaina, Marketing Technology AssistantPosted on 2021-09-12 -
How do I express my ability to learn systems quickly on my resume?
By: Leigh, HR Business PartnerPosted on 2021-09-12 -
How to get experience
By: john, Clinical AssistantPosted on 2021-09-12 -
How do I bridge the gap between the environmental scientist to IT Cloud Engineer? What are the steps need to begin this join example networking or informatioal interview?
By: Michelle, Cloud EngineerPosted on 2021-09-12 -
Getting into tech when older
By: Herb, SalesPosted on 2021-09-12 -
What is the best software to capture the data and value marketing delivers to sales?
By: Erika, Digital content managerPosted on 2021-09-12 -
Thoughts on if Account Based Marketing would help align Sales and Marketing?
By: Jean, Salesforce Business AnalystPosted on 2021-09-11 -
Do you believe a way to bridge the gap is for companies to have a rotation where sales can try marketing and vice versa?
By: Lee, VP Sales Strategy and DevelopmentPosted on 2021-09-11 -
How do you build trust from sales as a marketer?
By: Regen, Executive DirectorPosted on 2021-09-10 -
How do you encourage sales and marketing to see that they work better together than separately.
By: MLIS, SalesPosted on 2021-09-09 -
Our biggest gap is having sales (or the front office answering the phones) asking people where they heard about us and then tracking it - so we can know which marketing is effective. I’d love to...
By: Tara, Program Project ManagerPosted on 2021-09-09 -
How to best help people meet their deadline?
By: Emily, Sales AssociatePosted on 2021-09-09 -
Looking for tips, no specific questions.
By: Dual, Product ManagerPosted on 2021-09-09 -
What advice do you have for engineers working or trying to find work in sales as sales and customer success?
By: Anuradha, Fullstack DeveloperPosted on 2021-09-09 -
Is there a good generic introduction email format you would suggest that covers and simplifies both Marketing and Sale needs?
By: Steah, Business DevelopmentPosted on 2021-09-09 -
Marketing & Sales teams claim to "get along" - but still all too often there are deep disconnects and finger-pointing exercises when campaigns or sales efforts don't bear the fruit that was...
By: Laura, SalesPosted on 2021-09-09 -
What job vacancies are available right now?
By: Alena, Program Project ManagerPosted on 2021-09-09 -
I don't have a question.
By: Melissa, Digital Marketing Operations Team ManagerPosted on 2021-09-09 -
How do you define and measure what a positive outcome might be for each contributor that is part of a cross-functional team?
By: Andria, Digital Art DirectorPosted on 2021-09-09 -
How do you overcome pushback when trying to create a Smarketing initiative? Ex: this is the way we've always done it and it works (in their eyes)
By: Laurel, Account executivePosted on 2021-09-09 -
How to engage through a company's blog without sounding too sales oriented?
By: ErainaPosted on 2021-09-09 -
Right now I do not have a specific question.
By: GenolaPosted on 2021-09-09
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