The ROI of Sales & Marketing Alignment — Ryan Ruud // Lake One

Quotes

• “Sales vs. Marketing is an old age battle. It's the rare few that have sat in both seats and realize the pain of having the accountability to the same goal, which is growing the business.” - Ryan “Since they’re there to grow business, one of the most important KPIs should be the revenue growth and everybody should get aligned around that goal.” - Ryan “The key piece of what we do is making sure that there’s a right size tech stack.” - Ryan “The strategy is supported by technology and the tool.” - Ryan “About 20 percent of marketer’s stack gets replaced every year because they can’t really connect the dots. That’s because they’re not asking the most important question - What are we actually trying to measure when connecting those dots?” - Ryan “Having a better sales and marketing alignment drives better customer experience.” - Ryan “Sometimes the simplest and most effective thing to do is just to get two teams to talk to each other. Schedule meetings once per month or once per quarter to talk about what’s everybody doing.” - Ryan “Sometimes the longer-term measurement requires business leadership.” - Ryan “The point is to work backward from the angle, which is usually revenue.” - Ryan “I'm a huge fan of the entrepreneurial operating system, the concept of a scorecard and keeping it really simple.” - Ryan