The 12 Laws of GTM Alignment

In this combined CMO-CRO council, Kelly Hopping, CMO of Demandbase, Ryan Azus, Scale EIR and ex-CRO of Zoom, and Maria Pergolino, Scale EIR and 3x CMO, hold an interactive discussion on the 12 Laws of GTM Alignment.Kelly, Ryan, and Maria discuss the 12 areas where sales leaders, marketing leaders, and CEOs tend to get misaligned, the consequences of that misalignment, and how to prevent it. Additionally, drawing on their experience, they (and the audience) discuss specific examples of how different companies have fostered sales and marketing alignment across people, data, processes, and technology.