How to achieve sales and marketing alignment - Steffen Hedebrandt

B2B is much easier if your teams are aligned. The thing is that alignment isn’t easy. More often than not you’ll have problems and in the end, you will have to follow a process to reach it. In this episode, you will learn how to do it!

Our guest is Steffen Hedebrandt - the Chief Marketing Officer & Co-Founder of Dreamdata which helps companies solve one of the biggest problems in B2B - Revenue Attribution.

Steffen will tell us how we can facilitate the alignment of sales and marketing teams. He shares the 3 necessary steps to do it and explains why we have to look at data to repeat successful tactics. Steffen also shares what is self-reported attribution and what role it plays in your analytics. But most importantly, he shares how you can use it to improve the customer experience!

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Timestamps:

(00:50) - What should every B2B Leader know about sales and marketing - sales and marketing need each other

(03:20) - What is the key step for growth? - figuring out your ICP

(06:15) - The second step - understanding where your ICP expresses intent

(07:40) - How do you find out where your ICP hangs out

(10:00) - Empowering employees to build their personal brands

(11:40) - The third step - stacking ideas

(13:15) - Should content be the main revenue driver in today's organizations?

(15:20) - How to identify which content works?

(17:55) - Should you use self-reported attribution?

(20:30) - How can companies improve the customer experience with data?

(22:30) - How to start tracking offline actions?

(24:50) - How often should sales and marketing talk with each other?

(27:20) - What is the biggest takeaway from this conversation?

(28:20) - Where you can find Steffen and what does DreamData do

LinkedIn - Steffen -https://www.linkedin.com/in/steffenhedebrandt/

Dreamdata.io - https://dreamdata.io/

Books mentioned: Tribes - Seth Godin