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Erika Barbosa
Head of Growth Marketing, Observable | Formerly Issuu, OpenText, WebrootNovember 25

Partnership with sales is critical. It’s important to have an open line of communication with them for unified success. How do you articulate the importance of collaboration?

  • Constant feedback loop. Express the mutual benefit of a constant feedback loop. This will benefit sales / revenue equally.
  • Respond versus react. With collaboration you can respond in a meaningful way to what’s most impactful and continue iterating.

Sales are on the front lines. Understanding their feedback on how customers are responding is critical. This helps you to respond appropriately to what’s working and what’s not working. Similarly, sales feedback on your ABM strategy is like gold.

None of this would be possible without communication and partnership.