“How do we consistently align with sales?” Max and his Marketing team continually uphold this question to strive to overcome this challenge. By implementing holistic company alignment, tactics and strategies are more likely to succeed, allowing teams to become more effective marketers and sellers. In  this episode of The Data Heroes Podcast, Max Maurier ,Director, Marketing Operations and Analytics at Druva, talks about accurately identifying, targeting, campaigning, and selling to ideal account profiles.

“Part of our strategy is propensity modeling.” Druva’s strategy includes utilizing 3rd party data to find high level accounts with commonalities; “The common intent signals, common demographics, to try and put together a target account list”. Using intent data, Max and his team then go after high intent accounts that match their ICP, marketing to those accounts through campaigns. Max exclaims that this strategy’s success relies on holistic alignment between sales and marketing. “If we're just generally on the same page, it's a really helpful platform for us, for our automation and marketing purposes.”Max and host John Kosturos also talk about revenue planning, dirty data, branding yourself in Marketo, and analytics tools.