Apr 12, 2022

Welcome to another episode of 3-Minute Marketing, the world’s only podcast that interviews today’s top growth marketing leaders and distills their insights into three-minute blocks of brilliance for your listening pleasure.

Today's guest is Anna Griffin, CMO of Intercom, an awesome SaaS company that breaks down the sales and marketing divide. Anna is a seasoned marketing leader with previous stops at CA Technologies and Juniper Networks.

As business technologies evolve, so are the ways that companies go-to-market. As a result, we're seeing the "silos" that separate what used to be discrete business functions (particularly sales and marketing) starting to break down. So my question for Anna is, "Where do you see the blurring lines between sales and marketing going in the next few years?".

Show notes:

1. There's been enormous growth opportunity since the rise of the internet for businesses, but particularly in the past five years with so many new business models and innovations.

2. In that quest for growth, the line between sales, marketing, support, and product has blurred.

3. It's no longer just the sales organization's job to sell. Marketing, product, and support are all selling. Selling is happening across the entire customer life cycle in a push for growth.

4. In a world where there's so much overlap, you want to find a platform that allows for seamless interaction between all the different functions of the company.

5. The ability to have a single customer record and easily pass things off to various departments is important.

6. Third-party data is going away. In a cookieless world, you have to be dependent on first-party data.

7. Engagement is the future of business and an untapped area for the next generation of growth.