Aligning Marketing Goals to Empower the Revenue Team with Randy Littleson

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Today’s guest has played pivotal marketing roles at high growth companies like Conga and InContact. Randy Littleson is the CMO of Salesloft.

Randy joins Host Chris Mechanic to discuss the impact of align marketing goals with revenue goals, how to succeed by including the sales team in your planning, and why marketing’s job doesn’t end at the top of the funnel.

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Randy also shares how he’s thinking about AI’s place in B2B sales tools and what Salesloft’s acquisition of Drift will mean for future sellers and sales organizations.


  1. Align marketing goals with sales and the broader organizational revenue objectives. This ensures every marketing effort contributes directly to the bottom line. Regularly communicate with the sales team to update goals and strategies, ensuring alignment at all times.
  2. Develop an operational framework that supports your aligned goals. This might include clear plans, timelines, and KPIs that both sales and marketing teams can work towards.
  3. Avoid “random acts of marketing” by sticking to a plan that is cohesive, strategic, and directly linked to company-wide revenue goals.
  4. Over-communicate plans, successes, and lessons learned with both the sales team and within the marketing team itself. This ensures everyone is on the same page and can contribute to refining and executing strategies.
  5. Involve sales teams in planning marketing campaigns. Their insights can provide valuable direction and ensure the marketing efforts are more targeted and effective.
  6. View marketing and sales not as separate entities but as parts of a single revenue-generating team. This perspective helps in creating strategies that are more holistic and encompassing of the entire customer journey.
  7. Marketing’s job is full cycle. That means marketers should not only focus on lead generation but also on enabling sales to close more deals and post-sale customer engagement.

Quote of the Show:

“Marketing’s job is full-cycle.” – Randy Littleson



Ways to Tune In:

Randy Littleson

Randy LittlesonCMO, Salesloft

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
Creative + UX

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