Ep. 87 - What SaaS B2B Sales Leaders Need from Marketing—with Benjamin Page-Fort

SaaS Backwards - Reverse Engineering SaaS Success

The B2B world is different today, and (unfortunately) there’s no one formula that works across the board. It’s not outbound versus inbound. It’s not advertising versus content.
Every organization has a unique formula that will consistently drive meaningful conversations with targeted prospects.
Therefore, you'll never see a productive organization where there's a lot of animosity between marketing and sales leadership.
In this episode, Ben Page-Fort, who works with early and growth stage FinTechs to develop and execute go-to-market strategy, talks about how sales and marketing alignment is no longer a goal—it’s a must have.
And it’s all hands on deck to find the right formula because we’re all in the same boat.
Key Takeaways:

• Hiring for today (their skillsets match the current needs of the organization) and not by trying to anticipate future needs.
• The importance of setting qualitative goals and key performance indicators with all revenue growth stakeholders committing to driving results.
• When joining a new organization as a marketing or sales leader, it's important to understand and respect what is already working and avoid making drastic changes without fully understanding the existing strategies and successes.

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publish a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting.

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Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
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