E119: Sales and Marketing Alignment

Episode notes

In this episode of B2B Marketing Futures, we tackle one of the toughest and most important challenges in B2B: Sales & Marketing Alignment. Our panel brings frontline perspectives on where alignment breaks down and what it really takes to fix it. From legacy systems and mismatched lead definitions, to sales-first cultures and global vs. local messaging conflicts, they share hard-earned lessons and practical strategies for building bridges. Participants: •Grecia Padron – Business Planning and Operations Manager at Avaya, driving clarity in lead scoring and marketing ops amid major organisational change. •Izzy Johnson – Senior Marketing Manager at AMS, navigating friction in professional services with long sales cycles and a historically sales-led culture. •Shaun Hughes – UK Field Marketing Lead at Rackspace, bringing insights from evolving a sales-first organisation into one where marketing has greater strategic voice.