Marketing & Sales Disconnected? These Tips Will Get You On the Same Page

When marketing and sales work together, they both win at events.

In this episode, Haley Kaplan sits down with Erin Biesanz from Arctic Wolf to explore how aligning sales and marketing teams can create an unstoppable event-driven powerhouse.

Erin shares her strategies for setting shared goals and fostering collaboration to ensure that events drive leads, boost ROI, and optimize the sales pipeline. By the end of this episode, both sales and marketing teams will gain practical insights on how to make events more impactful and drive real results together.

Tune in to learn:

• Signs your sales and marketing teams aren’t aligned and how to fix it
• Key metrics that prove event impact to sales and leadership
• Tactics for sales enablement before, during, and after events

Episode outline:

(00:00) Meet Erin Biesanz

(03:10) Why sales and marketing misalignment happens

(10:33) Arctic Wolf's revenue team structure

(15:01) Communication and buy-in from sales

(21:50) Workflows that support event success

(26:31) Scaling your event playbook for success

(35:03) Key metrics that matter for virtual events

(41:39) Building relationships for cross-collaboration

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