Matt Heinz asked Patrick, "What are some of the keys you find to building really high performance marketing teams that can deliver results?
He said... "It's an interesting question because I think everybody comes to the notion of team a little bit differently. But I would say, particularly in marketing that, marketing is fundamentally a team sport. And not just on your team, but the extension of marketing into sales. So, there's a few different things I would call out in terms of focus on teams that I have found to be successful over time."
Why it Matters:
“As a general rule when you're trying to put together a team, I would have a strong bias for athletes versus experts. Because, the pace of change across every business and across every market is so quick now, that there are a lot of people who may be an expert in a particular sub-discipline, who can't transfer those skills and can't help other members of the team.”
Patrick Morrissey on Sales Pipeline Radio
"One is as a general rule when you're trying to put together a team, I would have a strong bias for athletes versus experts. Because, the pace of change across every business and across every market is so quick now, that there are a lot of people who may be an expert in a particular sub-discipline, who can't transfer those skills and can't help other members of the team. So one, I'd look for athletes not experts and people who can really work to solve the problem."
"The second thing, when you're thinking about marketing is really having an understanding and a focus on learning to try to understand the customer in the market. And a lot of that comes out of my heritage in product marketing, but also I think there's a lot of bias that people, particularly on the sales sides of this discussion have, that marketing does a lot of hand waving, doesn't really actually understand what's going on. And so you need people across the entirety of the team to really be focused on, not just the mission of the company and trying to produce a result, but really understanding the customer in the market."
"And then the third thing I would say... specifically that helps inform teams, is look for people who have sales DNA. Because more often than not, the ... Having lived the life of somebody in sales and you had a great example, Elissa Fink was on with you a couple weeks ago from Tableau. She is a great example that proves the pieces in my mind, which is people who started early in their career or who have had experience in selling, have a lot more empathy for the realities of what it takes to generate an opportunity to get a deal done. But, also what results look like as measured by revenue, and I think all those things are important."
Altify is the digital sales transformation software company, helping sales teams win the opportunities that matter, grow revenue in their key accounts and improve sales execution with guided selling. Built natively on the Salesforce platform, Altify helps salespeople, sales leaders and executives achieve sustained revenue growth and sales success. Altify customers include: Autodesk, Bell Canada, BT, GE, Honeywell, HP Enterprise, Johnson Controls, UnitedHealthcare, Optum, Salesforce and Software AG. Find out more at altify.com.