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Centricity Podcast

Apr 18, 2023

In today’s episode of Centricity, our host Sean Doyle meets with Rom LaPointe to discuss LaPointe’s guide to aligning sales and marketing, and why it is important.

 Marketing and Sales Alignment

  • If you want your business to be maximally productive, then you have to align sales and marketing.
  • The best way to align sales and marketing is to STOP focusing on sales and marketing. Instead, put the buyer first and make them your central focus. Align sales to the customer, then align marketing to the customer and you’ll achieve sales and marketing alignment.
  • Although sales and marketing alignment is important, there’s also a key distinction between the two: Sales is focused more on the short term while marketing is focused on the long term. To properly align sales and marketing, this discrepancy has to be recognized.
  • LaPointe recommends a similar approach to Navy SEAL teams. Have small, autonomous groups of people who are proficient at both sales and marketing. At the same time, however, keep overall sales and marketing separate but interconnected.

If you want to learn more about culture in the workplace, or just want to connect with LaPointe, you can check out his newsletter or blog on his website or his LinkedIn profile.