23: The Art of Sales and Marketing Alignment to Drive Revenue Growth - with Kacyn Goranson, Head of Marketing, Marketing Operations & Demand Generation

In this episode of Women in B2B Marketing, host Jane Serra interviews Kacyn Goranson, a marketing leader with 15 years of varied expertise in B2B marketing. Kacyn shares her journey into marketing and explains why she prefers B2B marketing due to her engineering background. They discuss the importance of revenue as a metric for marketing success and the need for alignment between marketing and sales efforts. They also touch on go-to-market strategies, building and maintaining a community, content engagement, account-based marketing, and the importance of personalization and customer treatment. Kacyn and Jane discuss:Kacyn's preference for B2B over B2C or B2B2CExploration of tools and methods for tracking and analyzing the effectiveness of marketing and sales effortsThe importance of aligning marketing and sales efforts and the feedback loop between themGo-to-market (GTM) strategies and community-led growthThe importance of personalization in ABMBuilding Relationships for Long-Term SuccessThe Power of Thoughtful Gestures$17 professional AI headshots <br/>Key Links:Guest: Kacyn Goranson - https://www.linkedin.com/in/kacyngoranson/Host: Jane Serra - https://www.linkedin.com/in/janeserra/