Louis Fernandes, HPE
This means you need to walk in as many different people's shoes as you can.
Align the internal value chain: you have to get everyone in the organisation to collaborate.
The way everyone in marketing is remunerated has to be aligned with the performance of the sales organisation.
People buy from people that they trust... and that means not following the pack. Great products are not enough to engender trust among customers.
"Far too often in B2B, marketing is not prepared to be bold, brave or bullish. This is something sales people would love to see more of"
Pre-mortems can be a good way of anticipating why you might lose a deal before the worst case scenario actually happens.