Ep. 183: How to Gear Teams Up for Phenomenal Business Success

How to Gear Teams Up for Phenomenal Business Success

In this competitive and fast-paced B2B landscape, having organizational alignment is imperative for improved sales performance, driving revenue growth, and scaling effectively. A misalignment between marketing and sales teams could result in inefficiencies, poor lead quality, and missed opportunities. How can these two functions achieve alignment and drive growth?

That’s why we’re talking to Jeff Hoffman (Founder & Chief Revenue Officer, Jeff Hoffman, CRO), who shared best practices and strategies on how to gear teams up for phenomenal business success. During our conversation, Jeff highlighted the disconnect that arises when marketing teams hand off unqualified leads to sales. He also emphasized the need for creating a collaborative sales and marketing framework, including sales involvement in lead generation and developing marketing strategies. Jeff also introduced his Hoffscale method, a performance-driven approach that assesses, addresses, and scales business performance through focusing on product-market fit, go-to-market alignment, and situational deal management. 

https://youtu.be/qMPnpdxzyJg

Topics discussed in episode:

[2:30] Identifying the disconnect between B2B sales and marketing

[7:54] The importance of defining your market scope and understanding your ICP

[10:28] Key pitfalls B2B marketers should avoid:

• Not attending customer-facing meetings
• Not building a marketing proposition together with sales

[14:18] Practical steps to improve the collaboration between sales and marketing

• Align on the market scope with the CEO & CRO
• Create a clear joint sales-marketing plan
• Define specific tasks and responsibilities for each team member

[15:57] How to apply the Hoff Scale method to scale business performance

[22:18] The challenges in traditional business development approaches

[23:51] Some actionable tips for marketers to support sales teams effectively

[26:16] Key metrics to measure sales and marketing collaboration success

Companies and links mentioned:

• Jeff Hoffman on LinkedIn 

• Jeff Hoffman CRO

• Glengarry Glen Ross

Transcript

Christian Klepp  00:00

In this competitive B2B landscape, it’s imperative that all functions within an organization work together to generate revenue and grow the business. If the marketing and sales teams aren’t aligned, that’s the perfect recipe for disaster. So how can you bring these two functions together, get them aligned, and gear them up for success? Welcome to this episode of the B2B Marketers on a Mission podcast. And I’m your host, Christian Klepp. Today, I’ll be talking to Jeff Hoffman, who will be answering this question. Jeff is a fractional and interim Chief Revenue Officer working with small to mid sized enterprise software and SaaS tech companies worldwide. His expertise includes close to 30 years in the enterprise software and SaaS tech industry. Find out more about what his mission is. 

Christian Klepp  00:47

All right, I’m going to say Mr. Jeff Hoffman, welcome to the show, Sir.

Jeff Hoffman  00:51

Thank you very much, Christian. Pleasure to be with you. 

Christian Klepp  00:55

Great to have you on the show, Jeff. And before we dive in, if you’ll permit me, let me just set this up for the audience a little bit, right? Because this is a podcast specifically targeting B2B marketers. So for the audience out there, you might be wondering, well, if that’s the case, then how come you’ve got the CRO on the show? And I’ll tell you why. I personally did not start out in marketing. I started out as a sales guy, right? I went out into the field. I was in the trenches, and I think every respons