What she does:<\/strong> She\u2019s the CMO of People.ai.<\/p>\n Company: <\/strong>People.ai<\/a><\/p>\n Noteworthy: <\/strong>Mariana is known for building strong alignment with sales. She\u2019s also a committed advocate of diversity inclusion and founded the Hispanic ERG resulting in building the best teams and bringing different lenses to the C-suite.<\/p>\n An alignment between sales and marketing can bring numerous benefits to your company. Mariana explains, \u201cI am a big believer that everything is a team sport. It cannot be done by marketing. It cannot be done by sales alone. It cannot be done by customer success alone. Everybody has to come together to the table, and it actually has to start with a customer. Who are you selling to? Why are you selling to that company? Why should that company care about you? Well, it\u2019s because they have a problem, and they have a problem that we know how to solve. And we are the best at solving the problem, and we have already solved it for other companies that are similar. All that conversation, all that messaging, all that content has to be in alignment between marketing and sales.\u201d<\/p>\n Your sales pipeline is essential to your company\u2019s growth. Mariana explains, \u201cWe\u2019ve been publishing a lot of thought leadership around the lines that it\u2019s not forecasting that is going to give you the growth; it\u2019s really the pipeline that is going to give you the growth. If you think about it, especially for larger enterprises with a large sales cycle, getting into those 3, 4, 5 weeks of the quarter and then trying to close more deals or accelerate deals, it doesn\u2019t really happen that way. You have to be really running a very professional, very efficient sales process throughout the length of the relationship.\u201d<\/p>\n Diverse teams are more innovative and creative. That\u2019s why improving diversity and inclusion in the technology space is vital. Mariana says, \u201cThat\u2019s a big difference, and I think it\u2019s really important because, at the end of the day, more diverse companies are more successful, and more successful and innovative companies are more diverse.\u201d<\/p>\n \u201cIn the startup world, you have a much bigger seat at the table from a strategy perspective. When you work for larger companies, there are a lot of things that are already in motion, so it\u2019s a little bit more like a big cruise ship that you\u2019re making sure you keep the momentum versus, in the startup world, you\u2019re actually building a lot of that momentum. So it\u2019s been very exciting.\u201d<\/p>\n \u201cMentorship is a person that is going to help you to learn. You can have a mentor internally; you have mentors that you have worked with in the past. You have mentors in different forms and shapes who actually help you to learn, help you find solutions to problems, give you ideas about what you should be doing. However, a sponsor is a person that is going to talk about you when you\u2019re not in the room.\u201d<\/p>\n \u201cIt\u2019s got to be a right balance because, at the end of the day, you cannot sponsor somebody just because they are part of a minority group. That\u2019s not the way that this works. As you say, you have mentors; you get to know them, you see the quality of the work. And it\u2019s only then that you\u2019re ready to put your political capital because, at the end of the day, as you just mentioned, if it doesn\u2019t work, that\u2019s going to backfire. So you have to be sure that this person has a skillset, has a desire. There are many things that have to happen before being in a position to be thinking about sponsorship.\u201d<\/p>\n Find your next podcast: <\/b>120 Sales Podcasts for Hungry Sales Professionals: 2023 Edition<\/span><\/a> <\/span><\/p>\n The post How Marketing and Sales Alignment Helps With Company Growth<\/a> appeared first on GTMnow<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" There are many benefits of the marketing and sales teams working together. It helps generate better leads, improve conversion rates, and eventually, increase company revenue. But how do you align marketing and sales strategy? In this episode of the Sales Hacker podcast, our host Sam Jacobs welcomes Mariana Cogan, the CMO of People.ai. They talk […]<\/p>\n","protected":false},"author":1,"featured_media":473,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[11],"tags":[],"_links":{"self":[{"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/posts\/527"}],"collection":[{"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/comments?post=527"}],"version-history":[{"count":1,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/posts\/527\/revisions"}],"predecessor-version":[{"id":528,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/posts\/527\/revisions\/528"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/media\/473"}],"wp:attachment":[{"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/media?parent=527"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/categories?post=527"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/howtobigisland.com\/index.php\/wp-json\/wp\/v2\/tags?post=527"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Key Insights<\/h2>\n
![\"\u26a1\"](\"https:\/\/s.w.org\/images\/core\/emoji\/15.0.3\/72x72\/26a1.png\")
Buying needs to be a team sport.<\/strong><\/p>\n Forecasting won\u2019t give you growth; a sales pipeline will.<\/strong><\/p>\n Diverse companies tend to be more successful and innovative.<\/strong><\/p>\nEpisode Highlights<\/h2>\n
The startup world gives you more responsibility<\/h3>\n
Mentorship vs. sponsorship<\/h3>\n
Let your work speak for itself<\/h3>\n