Aligning Everyone from the Buyer to the Boardroom w/ Jamie Cleghorn and Rishi Dave of Bain & Co

The Storied Future

Chapters
2:35
Jamie's and Rishi's intros
5:22
Overview of Bain’s Sales Play System
8:29
Adam Smith’s “pin factory” as an analogy for sales and marketing
10:24
Ensuring alignment around a vision of the future
11:39
Rishi’s CMO experience and how narratives break down between marketing and sales
17:47
The genesis of the Sales Play System
23:19
A Sales Play success story
24:43
Why business is emotional and change is hard
27:43
How they define strategic narrative and why it’s so critical for success
29:34
Why a lot of companies fail to create narratives that hang together
33:00
The B2B elements of value
39:22
Rishi’s experience at a company that transformed itself with a new narrative
44:09
The danger of the “one-stop shop”
46:03
Brand building vs. short-term results
50:24
The pressure CMOs are under
53:32
The changing relationship between CMOs and CFOs
56:34
Final thoughts (and the power of a blank piece of paper)
The Storied Future
Aligning Everyone from the Buyer to the Boardroom w/ Jamie Cleghorn and Rishi Dave of Bain & Co
Sep 22, 2022 Season 1 Episode 2
Chris Hare w/ Jamie Cleghorn and Rishi Dave

In the second episode of the Storied Future Podcast, Chris talks to Jamie Cleghorn and Rishi Dave of Bain  & Company about how to create alignment across the B2B organization, from the buyer to the boardroom.

Jamie is a Senior Partner focused mainly on growth strategy, go-to-market effectiveness, and organizational alignment. Rishi is an Expert Partner in the firm's commercial excellence practice with deep expertise in B2B marketing and digital marketing.

This conversation covers a ton of ground, and centers around a few core principles—perhaps the biggest of which is the importance of talking to people and getting buy-in across the enterprise.

You’re going to get a lot out of this episode, especially if you’re trying to build a strategic narrative that’s integrous from the top of the organization down to the frontlines.

In this conversation, Chris, Jamie, and Rishi talk about:

  • How they use the B2B elements of value— a framework designed to help B2B brands measure and deliver what customers want—to drive growth
  • What it takes to create strategic narratives that authentically align everyone from the boardroom to the frontline
  • How Bain’s Sales Play System helps close the gaps between marketing and sales
  • Why CMOs can't afford to not invest in brand and demand
  • How a blank piece of paper can be a powerful tool for realigning your thinking

And much more!

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thestoriedfuture.com