It's a rivalry as old as, well, the concept of modern business itself: Sales vs. Marketing.
Which department holds the keys to a successful Go-to-Market (GTM) strategy?
In one corner of this heated match, we have the Sales department. These relationship builders believe that one-on-one conversations and personalized problem-solving are the most important part of a GTM strategy. After all, impersonal ads and emails can’t uncover a client’s pain points or use case, and a logo is absolutely useless when it comes to closing a deal.
Their stance? The relationships they cultivate in the sales process not only drive revenue, they significantly contribute to brand loyalty and positive word-of-mouth. Ultimately, the success of the company’s GTM strategy rests squarely on their broad and capable shoulders.
Except, the Marketing department respectfully disagrees.
Ask any Marketing team what drives a successful GTM strategy and they’ll tell you that it all begins and ends with a finely-tuned brand message, and how that message is perceived by the target audience. From running focus groups to refining the ICP, the marketing team has data—and that data is the ultimate trump card when it comes to reaching the company’s revenue goals.
Two teams, two compelling arguments, and one burning question: Who’s right?
Darryl Praill is the Chief Marketing Officer at Agorapulse, the award-winning social media management platform. Darryl is a funny, high-energy, in-demand event host and panel moderator, an accomplished award-winning marketer, a Sales World Top 50 Keynote speaker and multi-time gold medalist content creator, a Top 10 SaaS Branding Expert, a Top 19 B2B Marketer to Watch, voted by LinkedIn as a Top 3 Marketer and a Top 30 Sales Leader, a social media influencer, a category-leading podcaster, and a serial entrepreneur. Darryl has raised almost $100 million in venture capital, acquired, merged and taken companies public, been hired and fired, and worked with companies of all sizes.Read More Read Less
Karl is the VP of Sales for Agorapulse. As a previous professional athlete, he has taken his career from the gridiron to the technology boardroom. He has a passion for sports, technology, BBQ, and his family. He is also a newly appointed goalie dad and is losing years off of his life every day.Read More Read Less
Judd has served in many C suite roles in his career such as CEO, CRO and CMO. He most recently Co Founded GTM Partners a Go To Market Analyst firm, Red Monkey Consulting a Growth and Execution firm and Peak Community, the best marketing community in the world.Read More Read Less
Nick Bennett, TACK's Co-Founder and Chief Customer Officer, is a veteran marketing professional with a decade-long career in the tech industry. His forte lies in formulating go-to-market strategies, advocating a people-first approach to foster meaningful connections and spur revenue growth. Off-duty, this Boston-based marketer enjoys playing baseball weekly and cherishes time spent with his three daughters.Read More Read Less
Jocelyn Brown is Head of Customer Success and Sales at Hypercontext focused on helping managers lead high performing teams. She has spent more than 15 years in B2B SaaS and brings extensive experience building and managing high-performing customer success teams that drive recurring revenue and value, and develop life-long customers.Read More Read Less