E145: Beyond Alignment: Building One Revenue Team

E145: Beyond Alignment: Building One Revenue Team

From B2B Marketing Futures by Adzact

April 6, 2026 · 34 min · Season 2 · Episode 145

About this episode

This episode features a roundtable discussion among senior revenue and marketing leaders on achieving true alignment between sales and marketing teams in B2B organizations.

In this episode of B2B Marketing Futures, senior revenue and marketing leaders come together for a roundtable conversation on “Sales and Marketing Alignment” , unpacking one of the most persistent challenges in modern B2B organizations: how to get sales and marketing teams truly working as one. From breakdowns in communication and pipeline ownership to misaligned incentives and lead qualification, the discussion explores where alignment often fails and why these gaps continue to impact growth. The panel dives into the structures, frameworks, and shared definitions that help bridge the divide, highlighting how approaches like MEDDIC, clear Ideal Customer Profiles, and mapped buyer journeys can create stronger collaboration across teams. Participants: • Dick Dunkel, VP Revenue Enablement at Altana • Greg Dziwulski, Sr. Integrated Marketing Manager at Everpure (formerly Pure Storage) • Kirsty Dawe, CMO at Lead Forensics

People in this episode

Guests: Dick Dunkel, Greg Dziwulski, Kirsty Dawe

Topics covered

  • Sales and Marketing Alignment
  • B2B Organizations
  • Communication Breakdown
  • Pipeline Ownership
  • Incentives
  • Lead Qualification
  • Collaboration Frameworks

Keywords

  • Sales Alignment
  • Marketing Alignment
  • B2B Growth
  • MEDDIC
  • Ideal Customer Profiles
  • Buyer Journeys
  • Collaboration

Mentioned in this episode

Organizations: Altana, Everpure, Lead Forensics, Pure Storage

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