777: Setting Your Team Up for Better Sales & Marketing Alignment w/ Adam Goyette


In this episode we hear from Adam Goyette, VP of Demand Generation at G2 Crowd.

Adam shares keys he's found in aligning your marketing team with your sales counterparts, as well as his AHA moment in working with sales.

He breaks down each key to alignment, including:

  • Owning the outcome - MQL's are not the goal. Contracts are the goal.

  • Ownership mindset - Marketers need to know what happens all the way through the funnel for their channel.

  • Creating goals that align with the outcome - not fluffy marketing goals

  • Establishing Collaboration and Transparency with Sales

Want help developing your plan to become an influencer & thought leader?

Check out IMPACT SUMMIT on Oct. 13th in Salt Lake City.

B2B Growth listeners can get 15% OFF with the promo code: SWEETFISH.

There's a ton of noise out there. So how do you get decision makers to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet phish MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB leaders. We've interviewed names you've probably heard before, like Gary Vander truck and Simon Senek, but you've probably never heard from the majority of our guests. That's because the bulk of our interviews aren't with professional speakers and authors. Most of our guests are in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting with tactics. They're building the fastest growing BEDB companies in the world. My name is James Carberry. I'm the founder of sweet fish media, a podcast agency for BB brands, and I'm also one of the CO hosts of this show. When we're not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our own business. Will share the ups and downs of our journey as we attempt to take over the world. Just getting well, maybe let's get into the show. Welcome back to the B tob grows show. We're here today with Adam Goyette. He is the VP of demand generation at g two crowd. Adam, how's it going today? Man, a little well. How are you doing, Logan? I'm doing really well. Adam, thanks for coming on the show today. We appreciate you starting your week with us. It may not be Monday when you listen to this, but Adam, appreciate you taking some time out of your Monday to be on the show with us. Yeah, thanks for having me. Awesome. Well, Adam, we are going to be talking about four ways that you have in mind that marketing leaders can help drive alignment with their sales counterparts within their organization. Today, before we jump into that, I would love for you to share with the audience what you and the team at g two crowd or up to these days. Yeah, definitely so. I had up to Managin at GTWO crowd, so responsible for kind of all our different growth channels.

For those who don't know, GTO crowd is bring kind of transparency to the B tob buying process. We will soon cross over the half a million reviews of be tob software. So pretty exciting times to be at the company and we're doing a lot of cool stuff with kind of intent data, a lot of different things we're doing for the sales and marketing side. I'm you know, prior to that I worked at a couple different, you know, high growth start ups in New York City, field lends and Booker, and most recently I was at a company called thrive where I had to the growth marketing team there, but also along the way ended up kind of managing the inbound sales team. That grew to about forty people and you know, in about two years time we went from bringing in about thirty percent of all the new sales at the company despite making up only about three percent sales. Wow, wow, I'm sorry. Working with sot of experience asked and then obviously managing a sales team is a whole different kind of ball all of wax, but it definitely got me a lot closer, I think, to kind of understanding the alignment and what goes into that. Yeah, yeah, well, I love what we're going to talk about here today. Obviously, you know, we could talk sales and marketing alignment on the show all day long and I think we'd continue to have things to talk about, but specifically with your background and and some of those previous positions that you've had, I think you have some practical advice to give to our audience, Adam, so I appreciate you coming on. Before we get into you know some of the things that you think teams could could really put into place to drive sales and marketing alignment. You mentioned, as we were coming up with the topic for this interview and Aha moment that you know, at the time the CFO of your team called embarrassing. So tell us a little bit about that situation, how it played out and what it taught you about sales and marketing alignment. Yeah, it was early in my career, so we had just kind of come off a bad sales month, right, and knows the typical sales and marketing meeting...

...and we had our senior leadership there and you know, the meeting dissolved into basically a lot of finger pointing about is it mark needs fault, it's these leads were getting, it's the sales side, they're not doing enough, but nobody had any real data to kind of back it up. Right. It was a lot of back and forth and just, like I said, like finger pointing. And so at the end of it are our CFO, who was sitting in the meeting, literally called it embarrass any sent an email to a couple of us and said like, you know, I don't us it in a meeting like that again. You guys own the same goal and the same goal of sales and none of you can come to this meeting and not know what's happening right. And so I think I kind of went home that night and you know, nobody like sitting in a meeting and getting read down saying you know, are see. So, like you know, pre having kids, I literally stayed up so about zero in the morning that I figuring out all the different funnels that we had going. What was our average sales touches we were having, what were the emails we were sending? What performing better? And then, you know, I'd get it to a hundred percent by that time. But really the next day kind of went news office said like here's what I think is the problem, right, and it wasn't. Someone was pointing at marketing and someone was pointing at sales and I think it was having like an honest look of like what is working and what's not working across the board. So since that point it really kind of opened my eyes, I think, how I should have been looking at things. And I was an individual contributor at the time. I wasn't running the man Jain, I was running the email marketing programs. You know, it was definitely kind of out of my wheelhouse, but I think it was. I just spent a lot of time just figure it out. Yeah, I think that had to be pretty instrumental and in your career, and that was going to be my question. Was You know where you were you leading that team. What was your what was your position at that time, being an individual contributor and kind of taking taking the the initiative to look at all of the data and kind of digest it, take it to leadership and and see what what could come a bit other than just some finger pointing. I think you know, Kudos to you for taking that step and you know that and other experiences have...

...kind of led you to these these keys to sales and marketing alignment you touched on a little bit in sharing that story. They're Adam of owning the outcome. So tell us a little bit about what that means to own the outcome from a marketing perspective. Yeah, I think this is kind of a common thing. You hear a lot, but I don't think it's really put in the practice right as mqls aren't the goal. I'm driving more leads to sales is not the goal. Or you know, the goal is to get sales from the marketing side as well. Right. And so I think aligning yourself with contracts as as your kind of North Star and how you're influencing that is really, I think, sets the stage for how your your marketing team kind of operates. Right. There's that saying out there. I think it's I think I heard Joe Turnoff say it, but I think invented it. But it's it's just show me how you measure me and I'll tell you how I'll behave. Right. And so I think often like we end up in a world where, you know, we want to manage people to, you know, drive leaves and we measure trade, show people off of how many people and how many business cars get dropped in a fish bowl, when the reality is right that that's not driving the business. The business is being driven by the sales that are being generated out of that that's a leading indicator. Right of six possibly, but too often, I think, you know, marketers just kind of view their end of the line. If you run trade shows as hey, I got a thousand leads and we gave away these ipiads and we had really cool looking booth. And when you go back to them and say will have many sales that generate, you know, how how to influence pipeline, a lot of times they can't answer that question for you. And I think it's about not just as the leader, of really owning the outcome, but your individual team member should really be completely focused around that and I think it's setting them up for aligning with sales but also just done a future in their career. Right, you know, because I think if you're going to be a leader and whatever it is you're doing, you either to understand, like how it's impacting the business. Today's gross story is all about search...

...engine marketing. The company were highlighting is sentinel one. This challenger Cybersecurity brand was set out to disrupt the endpoint protection space. Their brand was top notch, their product was innovative, but they were struggling to gain traction online and an already developed industry then they found directive consulting, a Bob Search Marketing Agency. Within the first order of working with directive, Sentinel one was able to increase their organic traffic by a hundred and twenty eight percent and overall read volume by an outstanding two hundred and fifty one percent. I have a hunch that directive can get these kind of results for you to so head over to directive consultingcom and request a totally free custom proposal. That's directive consultingcom. All right, let's get back to this interview. Yeah, I think you know the the analogy that comes to mind for me is you know you're running a relay race and the end of the race, you know, handing off the baton, isn't the end of that race. That the end of the race is when you know your entire team, that last runner in the race, crosses the finish line and having that as your mindset from the end, even if you know you're passing off the baton, still looking at the whole team effort is to win the race, not not just for me to get my Paddon, you know, handed off to the next runner. So this other key that you were talking about, Adam, is, you know, and ownership mindset. So once you start thinking about, you know, owning the outcome, what are your thoughts on how marketers can can develop this ownership mindset that's going to help them, you know, look at the the end goal of revenue growth alongside their sales counterparts? Yeah, I think for a lot of markers it's probably a little bit of a daunting task. Right. It's like, I don't really know what happens after the leads get passed over sales and they don't feel comfortable going over the salesperson maybe and asking them, like,...

...you know, without its sounding accusatory, like what do you do after I give you these leads? Like what is your thought? Right, right, but you have to dig in and you have to be kind of curious and want to understand. Like what is the process? Right, like when I do a trade show or I run A to Banjain program or Webinar and people inbound off of that, like what happens after that? Right, what are the emails are being set? Right? And if you're the one running trade shows, like you don't own all those pieces, but you need to understand what's happening all those pieces. You can say like well, does that make sense right, because a lot of times people end up in their their bubbles and we don't have that kind of ownership mindset. Right. It's very easy for the person running the trade show to be operating one way and then the follow up emails going out from your email marker happening one way because they're just looking at that piece, and then the sales cadences its own and nobody's take that back to say like those is work throughout the entire flow and I think it's really on the person who kind of is at the front of that right. And so whatever the channel is, I think it's that mindset of like you don't control everything in that funnel, but I think it's really you need to understand what happens there and make suggestions and you got to dig areas you're probably not that comfortable in doing so right. Like how many kind of social media people out there have had a lot of experience sitting on sales calls and listening and under any what's happening? Right? My guests would probably not a lot, but I think it's really critical to kind of break through and understanding the full funnel of what you're doing. Yeah, what are some of the things you or some of the people on your team, Adam, have done to get themselves in those uncomfortable situations that open their eyes to, you know, more of the funnel than what they're typically responsible for? Yeah, I think a couple big things. I think one is kind of marking, aligning around kind of the one goal, right, and so our big goal that we're trying to drive right is pipeline and marketing sourced revenue is ultimately what we want and there is a marketing influence kind of metric we're going but when we...

...do goal setting stuff, it's tied around that North Star and we break it down to if you're a trade show marker or your social media person, here's your individual piece of that goal. And so that's one way I think it helps kept keep everyone aligned. And then really I think it's the Cross collaboration within the marketing team. It gets you part of the way there. But then I encourage everyone my marketing team to really spend a lot of time listening to sales calls, listening to a boarding calls right go putting yourself in the end user experience, to go through the full funnel. So I think that really helps. I think understanding other people's process and and the aligning what their decisions they're making with how it kind of flows throughout the whole thing. So it's great for me to say those things. You know and and think that that's like that's the reality, but it really comes down to the individual right. I think a piece of it is you have to have kind of an intellectual curiosity to want to know what's happening throughout the whole process and I think it's about hiring the right people who kind of have that mindset right there, not just happy throwing leads over their shoulder and walking away. So you you also mentioned, as we were chatting offline, Adam in your recommendation for marketers to come up with goals that align with the outcome, getting away from from fluffy marketing goals, as you mentioned. You know, there might be, you know, indicators further up funnel of how many visitors are booth and things like that. You know, what advice do you have folks around you know developing those goals that that align with the outcome? Sounds like you guys are putting some of that into practice yourselves. Internally. Yep, yeah, we're definitely putting a lot of that into practice and really kind of establishing I think the biggest thing for people looking you know, if you're a leader of a team, I think is, you know, you shouldn't allow kind of goals, I think, that don't align with the end outcome of what you're trying to achieve. So I think you should be giving everyone a very solid outcome of something that I can't just be gamed too, because I mentioned like how...

...easy is it to get, you know, fish, you know, business cards and a fish bull right and say, like, I drove all these everyone, you know, they stand you well and pass them over, and the sales team sitting there feeling what this person doesn't remember coming bout both right and so I think, I think when you aligned to the end outcome, a couple things happen. One is you get completely focused on hitting the end outcome right, so you're not going to do things that don't contribute to that. And then to your and the outcome is aligned with sales right. So like, ultimately you're going to be working to give them the best. You're not going to care about just doing volume and and hitting a certain point. So if you're leading the team, I think making sure everyone is kind of has their northstar metric that aligns with sales and contracts. And then I also think, you know, if you're an individual and you don't have that goal, I think it's really up to you to kind of set it for yourself and bring it up to your managers, like Hey, like, it doesn't make sense for us to just be measuring you know, facebook as how many followers do we have? Right, for a lot of reasons, but one of them is like that doesn't really align with like the end outcome, like what's a better metric? We can have and have that discussion right, because I think sometimes people don't understand like the different channels of how it actually impacts, you know, the end resolve of a sale, which is my everyone at the ultimately there. Right, you're in it to make money and for the company and do a lot of cool things along the way. Yeah. Well, Adam, I really appreciate this conversation. I think we've hit on some things that that really can can help a lot of marketing folks out there that are trying to, you know, work in closer collaboration with their with their sales counterparts, as I mentioned. I think you know, sales and marketing alignment is something that that seems so, so easy on paper, but it's very tough in you know, a lot of different organizations and a lot of different environments to really get it right. So if anybody listening to this would would like to stay connected with you, would like to ask any follow up questions on this topic or just reach out to you on any point,...

...what would be the best way for them to go about doing that? Man, yeah, best way, I think free jouts me, would be probably on Linkedin and you know you can shoot me a message there. I'm pretty quick to respond and we can connect. So, Adam, go yet should be pretty easy to find. So, yeah, if you don't know how to use Linkedin, probably not listening to this podcast. I've I think that's the that's the best wrap up we've had in a while. Autam, that is great and we will make it super easy. We will put a link to Adams linkedin profile in the episode show notes for this show. We really appreciate you being on the show. Thanks, Adam. Yeah, thank you very much, Logan. I enjoyed it. Becoming a thought leader doesn't just happen. If you want to build a strong personal brand and extend your reach online and offline, you need a plan. Want help developing yours, check out impact summit. This one day event is bringing together best selling authors, professional athletes, influential CEOS and emerging entrepreneurs, all for one purpose, to equip you to lead, influence and inspire. Whether you're looking to build a lasting legacy with your business or extend the reach of your brand. Impact Summit speakers will share inspiring stories and practical lessons to help you on your way. Did we mention a session on launching and growing a podcast? You guessed it. You'll hear from sweet fish media's own James carberry during that session. You won't want to miss all of these influencers and leaders coming together in Salt Lake City on October thirteen. Ready to learn more? CHECK OUT INFLUENCER INK DOT COO. IMPACT SUMMIT BE TOB growth. Listeners can get fifteen percent off the price of their tickets for this event by using the Promo Code Sweet Fish. Sweet Fish. So use that code, get your tickets today and get ready to grow your brand and your influence at impact summit. Two Thousand and Eighteen.

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