E109: How B2B Teams Win When They Operate as One — B2B Marketing Futures

In this episode of B2B Marketing Futures, we unpack the real-world challenges and opportunities of cross-functional alignment in modern B2B organizations. Christopher Beaton, Senior Marketing Manager, Global Consulting (Wood Mackenzie), Paula Medeiros, Senior Global Paid Media Project Manager (Palo Alto Networks), and Sofia Sulikowski, Product Marketing Lead (Atlan) join us for a candid conversation on what it takes for marketing, sales, product, and operations to operate as one.

We explore:

What high performance looks like when teams align around shared pipeline and growth goals
How sales, product, and marketing collaborate day-to-day to reduce friction and drive results
The role of product marketing in setting unified narratives across every touchpoint
How leading teams turn fragmented insights into coordinated action

From campaign planning rituals and evolving OKRs to centralizing media operations and scaling messaging, this episode offers actionable insights for marketers working in complex, fast-paced B2B environments.

If you’re aiming to drive alignment and clarity across your go-to-market teams, this one’s a must-listen.

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