This episode of Fractional Futures offers a CFOs perspective on how to align sales and marketing for revenue growth.
Fractional Futures Introduction
Fractional Futures delves into the transformative world of fractional marketing leadership, offering unique insights for CEOs, investors, and senior marketing executives. Discover how businesses can leverage fractional CMOs to grow faster and build a sustainable competitive advantage. Investors will learn how to streamline pre- and post-investment phases strategies to maximise their portfolio companies' potential, while senior marketing leaders will explore the benefits of a portfolio career and how to excel as a fractional CMO.
Hosted by industry experts, each episode features thought-provoking discussions, success stories, and practical advice, making 'Fractional Futures' an indispensable resource for those looking to navigate the evolving landscape of marketing leadership. Available on Spotify, Apple Podcasts, and more.
In this episode
In this episode, Paul Mills and Rob Nicholls discuss the critical alignment between sales and marketing functions in driving revenue growth. They explore the financial risks of disconnected teams, the role of the CFO in ensuring alignment, and the challenges and opportunities presented by Revenue Operations (RevOps). The conversation emphasizes the importance of shared metrics, establishing a revenue council, and creating a feedback loop to optimize marketing strategies based on sales insights. Ultimately, the episode highlights the necessity of building trust and relationships to enhance revenue generation and business valuation.
Listen to Podcast
Chapters
00:10 Introduction to Sales and Marketing Alignment
02:19 Financial Risks of Disconnected Teams
06:37 The Role of the CFO in Revenue Alignment
11:05 Challenges and Opportunities with RevOps
12:11 Understanding RevOps Effectiveness
16:04 The Importance of Shared Metrics
18:11 Establishing a Revenue Council
23:04 Creating a Feedback Loop for Growth
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Key Takeaways
- Sales and marketing alignment is crucial for revenue growth.
- Disconnected teams lead to financial risks and inefficiencies.
- The CFO plays a vital role in aligning sales and marketing.
- RevOps has potential but often fails in smaller organizations.
- Shared metrics between sales and marketing drive accountability.
- Customer lifetime value is a key metric for success.
- A revenue council can enhance collaboration and insights.
- Feedback loops between sales and marketing improve strategies.
- Building trust is essential for effective customer relationships.
- Sales cycles can be shortened through effective collaboration.
Host & Guest Information
Host - Paul Mills, CEO & Founder VCMO
Guest - Rob Nicholls, Strategic CFO & Board Advisor
About VCMO
VCMO helps SMEs and portfolio companies with the high-level marketing leadership they need to grow and succeed across the full business lifecycle. Its roster of highly accredited Fractional Chief Marketing Officers brings the expertise, strategy and execution to transform marketing potential into a competitive advantage that delivers predictable revenue and sustainable growth.
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