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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to this deep dive into the dynamic world of marketing and sales. Our conversation unfolds with Greg Grand, founder of G Squared Advisors, as he shares valuable insights on the collaboration between these two critical business functions. Join us as we explore Greg’s journey from an electrical engineer to a sales expert, the challenges faced by marketing and sales teams, and the transformative role of AI in today’s business landscape.
Greg’s venture into sales wasn’t pre-planned. Originally set on a path in electrical engineering, he discovered his knack for technical sales by happenstance. Moving from New York City to San Diego, Greg found himself at a crossroads as the engineering opportunities dwindled.
“I ended up just when I went for engineering interviews, I kept getting offers for sales jobs.”
Greg embraced his ability to communicate effectively and understand technology—a unique combination that solidified his role in technical sales.
Greg identifies collaboration as a significant hurdle between marketing and sales teams. Often, these departments operate in silos, missing opportunities to align strategies and goals.
“The largest issue I see is the lack of collaboration between the two departments and having it sometimes being more of an adversarial relationship than a partnership.”
To foster better collaboration, Greg emphasizes the importance of regular meetings between sales and marketing directors, ensuring both teams are aligned and working towards common goals.
“I almost never see weekly sales and marketing collaborative meetings together.”
A frequent point of contention is the quality of leads. Marketing is measured on MQLs, while sales relies on SQLs, leading to finger-pointing when targets aren’t met.
“Marketing says, hey, we’re giving you all these leads and you guys aren’t closing anything.”
Greg’s initial meetings with clients often reveal a divide between teams. By fostering open communication and encouraging teamwork, Greg aims to dismantle these silos.
“The sales team will tell me, well, marketing isn’t doing this… it takes a little bit in letting them know, look, I’m here to make things better for all of us.”
Marketing must recognize that simply generating leads isn’t enough. Understanding sales needs and adapting strategies accordingly is crucial for success.
“An MQL doesn’t mean that’s real business.”
Greg is passionate about AI’s potential to transform marketing and sales. Tools like Gamma AI and Vissla streamline tasks, create presentations, and generate explanatory videos, enhancing efficiency.
“I started learning prompt engineering, which is really key if you want to get good results.”
While AI offers incredible efficiency, Greg warns against losing the personal touch, particularly in B2B settings.
Automated prospecting can backfire without proper setup. Greg advises companies to ensure their domains are prepared for large-scale email campaigns to avoid being flagged as spam.
Greg distinguishes between the marketing-driven B2C landscape and the more nuanced B2B environment. He believes B2B success relies heavily on awareness and groundwork laid by marketing.
“I’m not closing a $5 million commercial business to business deal with a marketing email.”
Greg recounts his work with a client that had plateaued in growth. By restructuring their sales operations and providing strategic leadership, he helped drive significant financial success.
If Greg’s insights resonate with you, explore further by visiting his LinkedIn profile for a comprehensive breakdown of his career and accomplishments. For more information about his consulting services, head to G Squared Advisors.
Remember, in the words of Greg Grand:
“I’m not going away unless you tell me to.”
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