B2B Marketing Futures

E141: Sales and Marketing Alignment

Sales and marketing alignment has been a board-level priority for years, yet for many B2B organisations the biggest friction still lives in the details, incentives, data models, tooling, and day-to-day execution.From commission structures and lead tiering to buying groups, CRM architecture, and marketing operations, alignment isn’t simply about communication, it’s about shared systems, shared signals, and shared accountability for revenue.In this episode of B2B Marketing Futures, senior go-to-market leaders come together for a candid roundtable discussion on where alignment breaks down in practice, what frameworks actually improve collaboration, and how modern GTM teams can move from lead-based thinking to true revenue partnership.Participants:• Ravali Dodia, Director, Integrated Marketing Campaigns, ServiceNow• Melissa Kasey, VP GTM Business Systems, Yext

E140: AI Scale versus Brand Trust: The New Rules of B2B Go-To-Market

B2B go-to-market is entering a new phase as AI reshapes how teams plan, execute, and scale growth, but the real challenge isn’t access to tools, it’s how they’re used.From automation and personalisation to brand, trust, and differentiation, AI is forcing B2B leaders to rethink what effective GTM actually looks like in practice.In this episode of B2B Marketing Futures, senior go-to-market leaders come together to unpack how AI is changing GTM strategy today and where it risks creating sameness rather than advantage. Participants:• Laura Fu, Head of Revenue Operations & Strategy, DevRev• Alex Venus, Head of Growth Marketing, Personio• Millie Beetham, VP of Go-To-Market Strategy, ZoomInfo• Jessica Kao, Director, B2B GTM Transformation Advisor, Adobe

E139: Why Alignment Needs an Operating Model

Sales and marketing alignment remains one of the most talked-about goals in B2B, and one of the hardest to achieve in practice. From lead definitions and data quality to attribution, incentives, and ownership, misalignment continues to slow growth and create friction across go-to-market teams.In this episode, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and operating models actually help teams work as one. This episode delivers a candid, practitioner-led discussion on building alignment that drives commercial impact, including shared KPIs, ABM operating models, sales-informed messaging, leadership-backed processes, and how to demonstrate marketing’s influence across long and complex buying cycles.Participants:• Elise Cleary, Digital Marketing Manager, Elsevier• Lisa Andreeva, Account-Based Marketing Manager, IFS• Lorenza Fedele, Global Digital Marketing Manager, Robotics, ABB• Phillip Lewis, Senior Marketing Leader, Americas, Hexagon Manufacturing Intelligence

E138: If AI Makes Marketing Easy, Why Is Growth Still Hard?

B2B go-to-market is being fundamentally reshaped by AI, from how buyers discover solutions to how marketing teams create demand, build trust, and measure impact. In this episode of B2B Marketing Futures, senior marketing leaders come together to explore how AI is changing day-to-day marketing work, how the balance between demand creation and demand capture is evolving, and what role brand, trust, and human judgment play in an AI-enabled world.This episode offers a candid, practitioner-led discussion on navigating B2B go-to-market in the AI era, including emerging buying behaviours, the rise of LLM-driven discovery, and the new skills and mindsets marketers will need to stay relevant over the next decade.Participants:• Andrew Soane, Former Director, Global Head of Service Line & Partner Marketing, Thoughtworks• Charlotte Wahlgren, Head of Partner Marketing EMEA, Shopify• Carl Ronander, VP of Marketing, Funnel

E137: Sales and Marketing Alignment

Sales and marketing alignment remains one of the most talked-about goals in B2B and one of the hardest to achieve in practice.In this episode of B2B Marketing Futures, senior marketing leaders come together to explore where sales and marketing alignment breaks down today, and what practical frameworks, rituals, and processes actually help teams work as one.This episode delivers a candid, practitioner-led view of how sales and marketing can move beyond friction to shared outcomes, clearer accountability, and stronger commercial impact.Participants:• Kelli McCabe, Sr. Account Based Marketing Manager, Red Hat• Gary Maggiolino, Senior Manager, Global Marketing Technology, InterSystems• Paul Brienza, Former Growth Marketing Manager, Lloyd’s List Intelligence• Evan Ang, Global Digital Marketing Manager, ABB