A. Lee Judge

Sales and Marketing alignment is a major driver of revenue growth – and a major challenge for many organizations. When these teams operate in silos, the consequences are clear: poor lead conversion, wasted content, inconsistent messaging, and a slow path to revenue. But alignment doesn’t happen on its own. It requires ownership, accountability, and a clear framework for collaboration. So, who actually drives alignment? And what does it take to make it stick? The Leaders Behind Alignment Alignment starts at

Content ROI is a Must Creating content for awareness popular, but when you align content with sales to drive revenue goals – it’s sustainable. After all, if it’s not supporting the Sales process, then you’re missing the point of creating content anyway. Business marketers need to think beyond impressions and clicks. Content should help move conversations forward. It should answer real questions, solve real problems, and remove friction from the buying process. That starts by working closely with Sales –

Move over SKO, there’s a new Kickoff in town – the RKO The traditional Sales Kickoff (SKO) no longer meets the needs of modern revenue organizations. As businesses shift to revenue operations models, the connection between marketing, sales, and customer success becomes critical. A Revenue Kickoff (RKO) brings all revenue-facing teams together, aligning everyone on a unified approach to growth and customer experience. Why Make the Shift to a Revenue Kickoff? A Sales Kickoff typically focuses on sales teams, often

The marketing measurement problem was created by marketers How do you provide marketing measurement that demonstrates an impact on business? As marketers, we have painted ourselves into a corner of failed measurement methods. We made promises on metrics that no longer have value and we continue to report on key performance indicators that only measure marketing performance rather than impact. Businesses continue to measure marketing efforts by the same short timelines as sales goals. We clearly understand that our sales

The modern CMO must align customer journeys and business outcomes. This involves leading teams that foster collaboration with sales and other departments.