Know Thy
Customer Episode 2

Bridging The Sales And Marketing Divide

A virtual get-together for Marketing Leaders

Thursday 15th October 2020
9:30am PST, 12:30pm EST, 17:30pm BST
Live Webinar

No more Sales vs Marketing

Join our live webinar on Thursday 15th October to hear first-hand experiences, insights and advice on how to effectively bridge the divide, and foster profitable sales and marketing relationships.

2020 has been a year of massive change that has seen both sales and marketing trying to figure out how to best adapt their strategies for a digital-first world. So how do marketers react to align with sales to drive stronger, more connected customer relationships, generate more leads and drive better ROI.

In this hugely insightful and interactive 40 minutes of frank discussion, Eric Wittlake, Senior Advisor and Analyst at research and advisory firm TOPO and Ciena’s CMO Joe Cumello will discuss what the challenges have been and how to overcome them. And, discover what the future trends in sales and marketing look like.

“Organisations with tightly-aligned sales and marketing had 36% higher customer retention rates and achieved 38% higher sales win rates” – Marketing Profs.

Featured Speakers

Eric Wittlake
Senior Analyst and Advisor

Research Analyst and Advisor: Marketing and Account Based for Leading B2B Companies

Joe Cumello
Chief Marketing Officer

As Chief Marketing Officer for Ciena, Joe oversees all global marketing and brand initiatives, strategy and execution of the company. 

40 Minute Live Discussion

Hear practical insights and real-life examples for more effective collaboration as we explore:

The Impact of the New Normal - How Sales and Marketing have evolved.
Where once salespeople used to passionately drive face-to-face engagement now they are being forced to have hard conversations and get closer alignment with their marketing counterparts in order to interact with prospects. We’ll explore

  • ⦁ What kind of pressure does this put on marketing?
  • ⦁ What are the new engagement tactics that enable sales to become more relevant?
  • ⦁ Customers now expect more, how do you change the narrative, so you are perceived as a fully aligned organisation?

What Next:
We’ll take a look at what to expect for the remainder of the year for sales and marketing and what to prepare for in 2021, including:

  • ⦁ How to keep the magic in the sales and marketing relationship
  • ⦁ ABM – how is this changing and how does it fit in the GTM strategy as companies are redefining how they are doing business?
  • ⦁ Creating a marketing influencer model
  • ⦁ Measurement and common KPIs

How do we continue to bring in talent into sales and marketing?

  • ⦁ Development of early career programmes to attract new blood
  • ⦁ Focus on EQ over IQ – how does this help better alignment?

We look forward to seeing you on Thursday 15th October at 17:30pm BST.

Previously at B2BNXT

Episode 1:
Understanding Who your Buyer Is ?

July 2020

Watch now


August 2020

Read now