One alignment tactic every B2B company should implement
One alignment tactic every B2B company should implement  
Podcast: MarTech Podcast ™ // Marketing + Technology = Business Growth
Published On: Fri Sep 05 2025
Description: Sales and marketing alignment fails when teams optimize for different metrics. Kelly Hopping, CMO of Demandbase, explains how shared pipeline accountability transforms B2B revenue operations. She details moving SDR teams under marketing leadership while aligning both organizations to pipeline metrics instead of separate SQL and closed-won targets. The discussion covers implementing weekly funnel reviews and restructuring compensation models to create true cross-functional partnership.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.