Apr 20Marketing & Sales: Revenue is a team sportortWe'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.TanjaYes, we do.TanWe have a very special guest today.TanjaThat's Ari VänttinenHe is the co-founder of CMOwashere.TanAri, welcome. AriThanks. My pleasure.TanSo we were talking earlierand you said something really interesting.You've been in the business.You've been working in marketingfor 25 years, plus over 25 years.Ariplus Tanover 25 years.TanAnd this time in particularis very different to previous times. So I'm very curious to knowwhat is different about 2022 compared to previous trends.AriWell, like you said, 25 years seeing all the evolutionor stages of marketing used to be very funny, very happyprofession.Obviously, we all know that in this overlynoisy world, marketing is also very, very demanding profession.But what I'm most kind of happy about is that thiseternal sisters-brothers kind of a sales-marketingrelationship is finally coming together.I mean, the relationship's improvingquite a lot, and it's the game of revenue that both are responsiblefor in the end of the day.TanjaSo why is it important that salesand marketing are coming together?AriWell, 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 footballor any in sports.Basically you have the goalscorersand you have the defenders who are advancing the game, assisting the balland giving the opportunities to score.Right. And that's sales.TanSo are you saying25 years ago, earlier when you started,things were different,like sales and marketing were where they separated?When they against each other?AriWell, 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 thatthe 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,TanRivals?AriNo, 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 stuffand then throwing over the fence to the next one And my job is donenow. It's. Yeah, it's the auction.And then there's a little bitaccusing each other.Hey, this leads are crapYeah. 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.TanjaCompanies now are like minimizing marketing.Budgets are afraid to invest.What's your take on that?AriWell, unfortunately, marketing is the one and has always beenbecause 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 somethingneeds to be done in many cases. But at the end of the dayit's the balance. If you cut the marketing, it'syour 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 enoughdemand, creating enough demand, capturing enough demandso 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.TanCool. But overall, you're optimistic that nowit looks like teams are working togetherand the future is bright?ARIAbsolutely. TANI love that.It's so refreshingto have a positive message in 2023.So I thank you.ARIThank you. Thank you.