#64 Aligning Sales & Marketing for a Stronger Sales Narrative

Sales and marketing have perhaps the most well-known tension since cats and dogs—only, it’s far more important that they get along.

Short of couples therapy or family counseling (which will make more sense once you listen to the episode), how do you cut the tension between these teams and create a symbiotic relationship leading to stronger sales messaging that consistently wins over buyers

In this episode, we’re speaking with Michael Schaumberger, who is both a Principal Executive Advisor and the Global Lead for Insights and Messaging at Challenger, heshares the secrets to bringing your sales and marketing teams together to build an insight-led selling approach.

We discuss:

• Marketing’s role developing a sales narrative
• The misconceptions both teams have about one another’s roles in the sales process
• The rise of sales enablement and how it’s helping to bridge the sales and marketing divide

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