Steve Gradman’s Webinar Thursday, Jan. 23 2025
<aside> <img src="/icons/drafts_gray.svg" alt="/icons/drafts_gray.svg" width="40px" /> Hello!
Thanks again for registering for my webinar! To save you time, I had AI summarize the key points, and all the documents and recordings are linked below.
One important note I wanted to reiterate:
I've heard from a lot of folks that marketing, sales, ROAS, and conversion costs have been a struggle lately. So, there is one major takeaway I want to highlight from the webinar on why this may be happening to you:
Technology and data have leveled the playing field, making bottom-of-funnel conversions fiercely competitive. As companies leaned heavily on late-stage conversions, even weaker teams caught up, intensifying the race for high-intent leads.
However, with Google's AI-driven search results creating a more "clickless" experience, brands can no longer rely solely on ads or SEO rankings. Success now hinges on building authority, credibility, and a compelling narrative.
Test it yourself—Google your company with a question. Are you visible? Often, not even ads appear. To stand out today, brands must also focus on top-of-funnel awareness and authentic engagement to build authority. Those who master this will lead in the new landscape.
If this resonates with you and you need help—or just want to chat (there's no fee to talk, of course!)—email me. My contact info is below, and we'll set up a time.
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The Divide & Its Cost – Marketing and sales often operate in silos, leading to misaligned incentives, poor communication, and revenue loss. Studies show misalignment can cost businesses 10%+ of annual revenue.
Fixing the Misalignment—The key to alignment is defining clear roles, shared goals (OKRs), and structured feedback loops. Organization charts should focus on accountability rather than hierarchy.
Using Data & Scorecards – Tracking MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads) is critical. Sales must provide feedback to improve lead quality, and both teams should align incentives around conversions.
Collaboration is Key – Sales should be involved in defining the Ideal Customer Profile (ICP) and marketing campaigns. Weekly review sessions and scorecard tracking ensure continuous improvement.
Driving Revenue Together – A role map, shared OKRs, and aligned incentives replace the "blame game" with a winning game plan. When sales and marketing work together, revenue grows.
Here are all the docs and recordings from the Webinar