What happens when marketing becomes responsible for everything, but doesn’t have the systems, workflows, or structure to keep up? In this episode of The Marketing Share, Alec Cheung and Barb VanSomeren talk with Lisa Cole, CMO of 2X, about what modern marketing leadership actually looks like inside today’s B2B organizations. Lisa has spent her career helping marketing teams transform from overwhelmed “order takers” into revenue-driving functions. After advising CMOs for more than 16 years and...

This is What Sales Teams Actually Need From Marketing (Ep 63)

Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.