E123: How B2B Teams Win Through Alignment

Episode notes

In this episode of B2B Marketing Futures we unpack what it takes for go-to-market teams to win when they truly operate as one. From a shared customer view to frictionless handoffs, our panel surfaces practical fixes, data, processes, and habits that turn cross-functional intent into measurable impact. Participants •Shannon Richardson — Director of Performance Marketing, Sage. (From campaign management to a performance model: data fluency, iteration, and linking brand activity to organic uplift and ARR.) •Will Pearlman — Marketing & Operations Consultant. (The operational backbone: CRMs, clean data models, incentives and “rules of engagement” that enable collaboration.) •Yasmin Aldini — Senior Director, Marketing Operations, Infineon Technologies.