Good morning, do you ever wish sales and marketing would just get along?

Many organizations are familiar with the struggles of managing how siloed teams interact. Alignment with the sales team should be a top priority for digital marketers, especially as the age of digital transformation ushers in increasingly digital interactions between customers and sales. So how can we improve our internal communications and processes to improve our relationship with sales? According to the team at Altify, a customer revenue optimization platform, establishing a revenue optimization team could be the solution for improving collaboration between sales and marketing.

“Buyers can be extremely well-informed. Sales need to be equipped with accurate information from business development, product marketing team to deliver the right message — and solutions — to the customer during the sales process,” said Pat Morrisey, Altify’s chief marketing officer. “The tangible value that marketers are delivering to customers is actually equipping the sales team to understand the customer and products that will best solve the customer’s problems.”

That’s where revenue optimization teams come in. According to Morrissey, incorporating a revenue team can help bridge our organizational gaps by bringing stakeholders from different teams like sales, product marketing and digital together to review key account activities, such as deal reviews and sales activities. Bringing different players to the table will increase buy-in and help your teams understand your customers better.

Scroll on below for more, including your Pro Tip on email deliverability from yours truly. Have a great Monday!

Jennifer Cannon,
Senior Editor

Pro Tip

It’s time to review your email deliverability health

“Your subscribers, customers and prospects aren’t managing their inboxes – the Internet Service Providers are doing it for them. If their ISP doesn’t offer managed inbox support out-of-the-box, there are dozens of third-party applications and productivity tools available to solve the users’ inbox-woes,” explains Senior Editor Jennifer Cannon.

“Highly reputable senders see the best deliverability rates and highest rates of inbox placement, a recently published ReturnPath benchmark survey found. Marketers need to look into your holistic deliverability health – and start outlining taking steps to improve it. It’s time to step forward and take ownership. Applying a deliverability strategy is just as important as – and often overlaps – segmentation and content strategies.”

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Tomorrow! Live Webinar: 4 Steps to Operationalize Modern Marketing Work

Sponsored by Workfront

Figuring out the right balance between work to be done, when it should be prioritized and which limited resources to use, can be one of marketing’s biggest challenges. Modern marketing work requires modern workflows, and operationalizing those workflows is critical to be effective and scale your resources with the amount of work you’re expected to do. Join our experts as they discuss proven methods and strategies to help your team manage digital work processes with greater speed and efficiency.

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MarTech Minute

Contentsquare’s latest integration, Calabrio’s acquisition and more

Contentsquare integrates Salesforce technology. The digital experience platform Contentsquare is now able to offer customer behavior insights via an integration with Salesforce LINK Partner Marketplace. “This integration is the natural next step in our mission to democratize access to insight and empower all experience-builders with access to a deep, straightforward understanding of why customers behave the way they do on their sites and apps,” said Contentsquare CEO Jonathan Cherki. According to the company, Contentsquare clients will now have access to a more streamlined e-commerce management experience, no longer having to toggle between systems to understand visitor behavior.

Calabrio acquires a workforce management platform. Calabrio, a customer experience solution, has acquired Teleopti, a workforce management platform with headquarters in Sweden. The deal will create a multi-tenant SaaS customer experience intelligence platform for Calabrio’s global client list. “Both Calabrio and Teleopti have been committed to providing innovative products that create positive environments for employees where they can grow, remain engaged and be productive,” said Teleopti CEO said Olle Durin, “This acquisition opens up tremendous opportunity for customers and partners.”

PostcardMania launches new integration. The direct mail marketing company PostcardMania has launched a new integration for SaaS companies and franchises, reducing the time and resources needed to design, order and mail targeted direct mail campaigns. “My goal for this integration has always been that everyday small business owners — and not just professional marketers or agencies — could log on and set up their own direct mail campaign easily, with zero stoppages or headaches,” said CEO Joy Gendusa. PostcardMania’s latest integration allows SaaS companies and franchises the ability to offer users an integrated print collateral solution without an upfront investment in print manufacturing or delivery.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Cutting Through AI Marketing Hype: It’s About Machine Learning – CMS Wire

A Google Walkout organizer just left the company, saying “if they won’t lead, we will” – TechCrunch

Google’s AI generates videos with ‘unprecedented complexity’ – VentureBeat

What CMOs need to know about marketing automation – Marketo

If the martech landscape is driving you to drink, maybe this will help – Chief Marketing Technologist Blog

Why Aren’t You A/B Testing Ways to Improve Your Website? – The Daily Egg