437: Bridging the Gap Between B2B Marketing and Sales with Jennifer McAdams CMO of Xactly

Marketing Today with Alan Hart

Jennifer (Jen) McAdams is a seasoned marketing veteran with more than 25 years of experience within the software industry. Jen went to Northeastern where she graduated with a resume and a business suite, and hit the ground running in her career. She worked closely with Xactly in an advisory CMO role initially as part of Vista Equity Partners’ Value Creation Team – and her partnership and execution of a comprehensive marketing plan that generated increased pipeline and higher quality leads led her to permanently join Xactly as a member of the senior leadership team and CMO. Before Xactly and Vista Equity Partners, she’s previously held senior roles with SAP, Cisco, Progress, Ixia, and Kaseya.

Xactly is a platform “for sales leaders founded by a sales leader”. Their main legacy product is for automating sales compensation and commissions. However, over the years, they have made acquisitions that have allowed them to extend their offerings into sales planning and forecasting tools that live in a single platform and are available as modular pieces that grow with their clients.

On the show today, Alan and Jen talk about how she is bridging the gap between marketing and sales at Xactly and what she has seen work across the different types of companies that she's worked for. Jen gives us practical tips to align around a common goal, how she thinks about organizing teams, and the importance of leading by example. Alan and Jen also discuss how marketing is organized within her group, how that relates to customer marketing as she builds that new function and how AI can be a resource for marketers.

In this episode, you'll learn:

• The importance of bridging the gap between marking and sales
• Tips on how to collaborate, align, and operationalize around a common goals
• How Jen organizes her team for a focus on customer marketing

Key Highlights:

• [01:58] Life with a rescue Chihuahua (Biscuit)
• [03:20] Jennifer’s career path
• [08:06] What Xactly does and who they serve
• [09:13] The gap between B2B marketing and sales
• [11:22] Aligning goals with compensation
• [12:15] How to operationalize
• [15:15] Getting the rest of the team on the same page
• [16:42] What does marketing look like at Xactly
• [17:58] What customer marketing looks like
• [20:38] Experience of your past that defines you
• [22:39] Advice to younger self
• [24:37] A topic that you and other marketers need to learn more about - AI
• [25:47] Trends or subcultures others should follow
• [27:08] Largest opportunity or threat to marketers today

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.

---

Hosted on Acast. See acast.com/privacy for more information.