In this episode, Jeff talks to Steve Patti, a multi-industry Chief Marketing Officer (CMO) and a GMT Leader. He has over 30 years of combined experience starting out in sales and then eventually transitioning to marketing. He was also featured as a guest on our first podcast "The Alignment Podcast", which was well-received. So, he's back to elaborate about his expertise and to see how the market has changed to help understand the revenue engine holistically. Steve suggests that successful marketing and sales leaders focus on capturing demand as opposed to creating it. By leveraging awareness of your brand and product, buyers will become familiar with what you have to offer, making sure they don't miss out on potential solutions offered by the company. Once attention is captivated, forming preference for a particular solution should be achievable. Listen to learn how to stop selling and start helping people buy, how to facilitate discussions, how to extract impactful quotes and stats from ICP discussions, and how to develop authentic relationship. Uncover the secrets of helping people find what they need through productive conversations so you can provide tailored solutions that solve real buyer needs.