Defining Metrics & Aligning Goals Between Sales & Marketing with Tricia Gellman, CMO of Box - Ep 32

Episode notes

What does a sales opportunity mean to you? Would the rest of your company give the same answer? Probably not. But not to fear, GTM leader, because Tricia Gellman, the Chief Marketing Officer of Box joins hosts Matt Amundson and Craig Rosenberg to explain how to fix the cracks between sales and marketing in B2B. Tricia outlines the importance of having shared goals across B2B sales and marketing teams, why defining terms clearly is so critical, and what it’s like for those selling AI tools to B2B buyers. Also, Craig recounts his time spent hanging out with reps at Dreamforce and Matt gushes about the events TOPO used to run. Critical Takeaways A crucial component in driving B2B sales and marketing alignment is using the same metrics and dashboards to accomplish shared goals. Consistency and agreement on these metrics will help streamline the goal-setting process, reduce friction, and ensure everyone is working towards the same company objectives. Clearly define what constitutes an opportunity and different stages within the pipeline.

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