Laura Erdem, Sales Leader - Americas of Dreamdata, shares how sales and marketing teams can work together more effectively by focusing on shared business goals rather than forced alignment. Laura highlights the role of revenue attribution in helping marketers understand which activities are driving real impact, while acknowledging the complexity of measuring modern buyer journeys. She also discusses the value of correlation over time when it comes to linking marketing activities to revenue, and why simplifying processes and working closely with RevOps teams can help marketers feel more confident about their contributions to growth.
Key Takeaways:
(01:22) Sales and marketing alignment is about mutual respect, not friendship.
(05:05) Creativity thrives when teams have time and space to experiment.
(09:19) Marketing teams should collaborate with RevOps to understand impact.
(13:10) MQLs need to connect to SQLs and revenue, not just impressions.
(15:11) Attribution is often indirect; correlation over time is key.
(18:03) Good data enables marketers to take accountability for revenue.
(22:00) Using LinkedIn intentionally supports both sales and marketing goals.
(24:46) Startup principles help enterprises achieve faster growth.
(27:48) Transformation teams test ideas before full-scale execution.
Resources Mentioned:
https://dreamdata.io/
Insightful Links:
https://www.pecan.ai/blog/attribution-marketing-machine-learning/
https://martech.org/new-attribution-challenge-understanding-marketing-sales-work-together/
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