Previously, marketers were hyper-focused on new customer acquisition, and only that. There’s been a major shift to our thinking and energy. Now we’ve got to be immersed in the customer journey post-sale, and put energy into deepening customer relationships and expanding our revenue opportunity. Today’s marketing motion must look at every part of the journey, from stranger, to prospect, to opportunity, customer, and beyond. Tracy Eiler CMO, Alation and Co-Author of Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth A lack of departmental alignment is more than just a missed opportunity: It’s a fundamental flaw that can have a dramatically negative impact on a company’s growth potential. As marketing leaders, it’s our responsibility to foster positive, productive relationships with our partners in sales and customer success. Set targets together, build systems together, and stay in constant communication. The better we can understand each other’s goals and challenges, the more effective the funnel will be. Meagen Eisenberg CMO, TripActions and Curriculum Architect at TripActions Academy 5