In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities of cross-functional alignment in modern B2B organizations. Christopher Beaton, Senior Marketing Manager, Global Consulting (Wood Mackenzie), Paula Medeiros, Senior Global Paid Media Project Manager (Palo Alto Networks), and Sofia Sulikowski, Product Marketing Lead (Atlan) join us for a candid conversation on what it takes for marketing, sales, product, and operations to operate as one.We explore:What high performance looks like when teams align around shared pipeline and growth goalsHow sales, product, and marketing collaborate day-to-day to reduce friction and drive resultsThe role of product marketing in setting unified narratives across every touchpointHow leading teams turn fragmented insights into coordinated actionFrom campaign planning rituals and evolving OKRs to centralizing media operations and scaling messaging, this episode offers actionable insights for marketers working in complex, fast-paced B2B environments.If you’re aiming to drive alignment and clarity across your go-to-market teams, this one’s a must-listen. Hosted on Acast. See acast.com/privacy for more information.

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