Kyle Lacy, the CMO of Jellyfish, joins us to answer the question submitted by an anonymous marketer: How does a marketing team transition to a revenue organization aligned under the pipeline?

Kyle was involved in a similar process in his previous company, Lessonly. First, he explains what precedes the transition and the aspects marketing teams must focus on. Kyle also shares the challenges of such a process, mentioning the silos in which marketing and sales teams work. He says working within a revenue-driven framework helps get out of these silos. He also explains how reporting works in a revenue organization when sales and marketing teams work in alignment and how compensation should be structured for teams reporting under marketing.

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