Making the Sales and Marketing Relationship More Effective
The article discusses how Allego’s CMO Wayne St. Amand and marketing expert Matt Heinz provide actionable, research-backed strategies to bridge the persistent divide between sales and marketing teams—covering topics like the key to alignment, marketing’s role in sales enablement, ownership of sales enablement, and fostering sales-obsessed marketers—drawing on their extensive experience driving business growth and sales effectiveness.
It’s no secret that every company wants its sales and marketing teams to be aligned, but so few organizations are able to achieve it. Despite the best of intentions, most companies’ sales and marketing groups are united in goal but divided in practice—what’s being dubbed ‘The Great Divide.’
Allego’s CMO Wayne St. Amand and marketing expert Matt Heinz discuss the HOW of sales and marketing alignment and their respective roles in sales enablement. They share actionable and research-backed insights to help build the bridge between these two revenue-essential groups.
Key topics covered include:
- The #1 secret to sales and marketing alignment
- Marketing’s role in sales enablement
- Whether sales enablement is the right name, or if it should be called revenue enablement
- How to foster sales-obsessed marketers
- Who should own sales enablement
…and much more.
About the Speakers
Wayne St. Amand, Chief Marketing Officer, Allego
Wayne is responsible for driving business expansion through Allego’s global corporate and product marketing initiatives. He is a seasoned marketing leader, having previously served as global CMO & SVP of Nielsen’s Marketing Effectiveness business unit. Wayne has a long track record of accelerating the growth of technology businesses, playing a key role in one IPO and three $100+ million exits.
Matt Heinz, President, Heinz Marketing
Matt is President and Founder of Heinz Marketing with more than 20 years of marketing, business development, and sales experience across various organizations and industries. He is known for his keen insight, humor, and actionable takeaways. Matt’s career focuses on consistently delivering measurable results, including greater sales, revenue growth, product success, and customer loyalty. He has helped organizations such as Amazon, Seagate, Morgan Stanley, and The Bill & Melinda Gates Foundation create predictable, repeatable sales and marketing engines to fuel growth. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management, Top 50 Sales & Marketing Influencers, and Top 50 Keynote Speakers.