Today’s guest is a marketing leader and podcaster with a long history of delivering results for B2B tech companies. Casey Cheshire is the Founder of Ringmaster Conversational Marketing, Host of The Hard Corps Marketing Show and Creating The Greatest Show, and Author of Marketing Automation Unleashed. Casey joins Host Matt Benelli to help sales and marketing leaders reconcile their differences, discuss what the future of marketing looks like, and understand how to approach your team’s use of AI.

Takeaways:

• Understand the crucial importance of a synergistic relationship between sales and marketing. Team alignment and common goals are essential for overcoming the traditional friction between these departments.
• Encourage your team to utilize the advanced tools available in marketing automation. These tools can provide real-time insights, lead nurturing capabilities, and data that can significantly enhance sales efforts.
• Authenticity in communication, both within teams and with clients, is paramount. Moving away from scripted interactions to more genuine connections can increase engagement and build stronger relationships.
• It’s crucial for sales leaders to know how leads are generated and nurtured by marketing. This knowledge can help in effectively leveraging these leads and improving conversion rates.
• Encourage creative and out-of-the-box solutions to sales challenges. Utilizing personalized video messages is one such recommendation for differentiating and humanizing the sales process.
• Sales leaders should ensure their team understands the origin and quality of leads. This includes the path leads take from marketing efforts to sales opportunities.
• Sales professionals should learn about marketing strategies and tools. This includes gaining insights into how marketing automation and CRM systems can support sales goals.

Quote of the Show:

• “We have to have the same goals.” - Casey Cheshire

Links:

• LinkedIn: https://www.linkedin.com/in/caseycheshire/ 
• Website: https://ringmaster.com/ 
• Book Link: https://www.amazon.com/Marketing-Automation-Unleashed-Strategic-Growth/dp/1599327384 
• The Hard Corps Marketing Show: https://www.hardcorpsmarketing.com/ 
• Creating The Greatest Show: https://www.creatingthegreatestshow.com/ 

Ways to Tune In:

• Spotify: https://open.spotify.com/show/0Yb1wPzUxyrfR0Dx35ym1A 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/coach2scale-how-modern-leaders-build-a-coaching-culture/id1699901434 
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL2NvYWNoMnNjYWxlLWhvdy1tb2Rlcm4tbGVhZGVycy1idWlsZC1hLWNvYWNoaW5nLWN1bHR1cmU 
• Amazon Music: https://music.amazon.com/podcasts/fd188af6-7c17-4b2e-a0b2-196ecd6fdf77 
• Podchaser: https://www.podchaser.com/podcasts/coach2scale-how-modern-leaders-5419703 
• YouTube: https://www.youtube.com/@Coach2Scale 

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