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Marketing & Sales: Revenue is a team sport

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We've got a stellar guest on CMO Chat today - Ari Vänttinen, co-founder of CMOwashere, sharing some truth about the evolution of marketing.

He's been in the game for over 25 years and he knows his stuff.
Ari talks about how sales and marketing used to be like enemies back in the day, but now they're finally seeing eye to eye, working together towards a common goal.
It's about time, right?!

Thanks for watching, and let us know in the comments below what insight you got from this episode.

 

Can’t watch it right now? No problem, there is a full transcript of the video below.


Tan We have a guest today.

Tanja
Yes, we do.

Tan
We have a very special guest today.

Tanja
That's Ari Vänttinen
He is the co-founder of CMOwashere.

Tan
Ari, welcome.

Ari
Thanks. My pleasure.


Tan
So we were talking earlier
and you said something really interesting.
You've been in the business.
You've been working in marketing
for 25 years, plus over 25 years.

Ari
plus

Tan
over 25 years.

Tan
And this time in particular
is very different to previous times. So I'm very curious to know
what is different about 2022 compared to previous trends.

Ari
Well, like you said, 25 years seeing all the evolution
or stages of marketing used to be very funny, very happy
profession.
Obviously, we all know that in this overly
noisy world, marketing is also very, very demanding profession.
But what I'm most kind of happy about is that this
eternal sisters-brothers kind of a sales-marketing
relationship is finally coming together.
I mean, the relationship's improving
quite a lot, and it's the game of revenue that both are responsible
for in the end of the day.

Tanja
So why is it important that sales
and marketing are coming together?

Ari
Well, if you think about it, revenue is the game. And it's all about how do you get the revenue is relationship.
And I use typically analogy to football
or any in sports.
Basically you have the goalscorers
and you have the defenders who are advancing the game, assisting the ball
and giving the opportunities to score.
Right. And that's sales.

Tan
So are you saying
25 years ago, earlier when you started,
things were different,
like sales and marketing were where they separated?
When they against each other?

Ari
Well, like I say, sisters and brothers, it's always on their neck somewhat.But in the end of the day,
of course, one family, one family and one goal and one values set of values.

No question about that.

But it was in a way different that
the marketing saw the role differently.


Like, okay, we we generate leads,
we do this and that. Sales was seen as a yeah, not not a team game,

Tan
Rivals?

Ari
No, no, not in that sense, I wouldn’t say.


But it's you can do sales on your own.
You can do marketing on your own. But if you think about, again,
the football or any team sports,it doesn't work like that at all.
It used to be more like a relay. Your marketing is doing their stuff
and then throwing over the fence to the next one

And my job is done
now. It's. Yeah, it's the auction.

And then there's a little bit
accusing each other.
Hey, this leads are crap
Yeah. You're not doing your.
You're not advancing.
You're not driving the demand forward, so. You're not closing my lead. But that, that that needs to go away.


Tanja
Companies now are like minimizing marketing.
Budgets are afraid to invest.
What's your take on that?

Ari
Well, unfortunately, marketing is the one and has always been
because it's typically external spend. It is the OpEx thing.
And if you don't want to lay off people, you start with the OpEx and marketing.We have typically bigger budgets for OpEx,
so it's an easy cut. I understand that and something
needs to be done in many cases. But at the end of the day
it's the balance. If you cut the marketing, it's
your team will be weaker,

It's like overinvestment, the sales or overinvesting investment in marketing,
and that's not going to work. You need to balance the both enough
demand, creating enough demand, capturing enough demand
so that the guys can drive it forward and score in the end of the day. Right.


But if you don't do that, well,it's not going to work.
So it's a balance game.

Tan
Cool. But overall, you're optimistic that now


it looks like teams are working together
and the future is bright?

ARI
Absolutely.

TAN
I love that.
It's so refreshing
to have a positive message in 2023.
So I thank you.

ARI
Thank you. Thank you.


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