Building Bridges: How Marketing Leaders Align with the CEO’s Vision

We recently had the pleasure of sitting down with Michal Roche, VP of Marketing at Granulate, to discuss the critical relationship between marketing and sales, and explore how to excel when trying to align between these teams and the CEO. Here are the key takeaways:

Establishing Alignment Across Teams

One of the first topics highlighted was the importance of fostering alignment between marketing, sales, customer success, and product teams. Miscommunication or lack of shared goals often creates unnecessary tension, particularly between marketing and sales. To overcome this, you need:

• Clear communication channels
• Shared objectives and KPIs
• A collaborative mindset that positions both teams as partners rather than competitors

Building Relationships with Leadership

Strong relationships with the CEO and management team are foundational for success. Understanding the perspectives and priorities of the leadership team helps ensure marketing’s goals align with the company’s overarching strategy. Leveraging the expertise and connections of executives, including VCs, can further amplify marketing efforts.

Data-Driven Marketing

The importance of data cannot be underestimated, as dashboards and reporting help prove marketing’s impact. By tracking performance metrics and tying them directly to the sales pipeline, marketing can clearly demonstrate its contribution to the organization’s success.

Leveraging External Partnerships

Another strategic move is partnering with resellers and channels. These collaborations can significantly expand marketing’s reach and impact, offering an efficient way to penetrate new markets. By working with established partners who already have access to target audiences, businesses can accelerate their growth and build credibility in new regions. This approach not only reduces the time to market but also fosters mutual benefits through shared expertise and resources.

Steps for Success in a New Marketing Role

Starting a new Marketing position can be daunting, but Michal’s approach provides a roadmap:

• Assess the existing processes, branding, and messaging
• Build a clear work plan with defined KPIs and goals
• Establish strong internal relationships to ensure alignment and support
• Communicate marketing’s plans and results effectively with the finance team to build trust and secure budgets

Final Thoughts

The evolving role of marketing leaders highlights the need for alignment, data-driven decision-making, and strategic partnerships. These elements form a powerful blueprint for overcoming common challenges and delivering measurable impact. 

Watch the full session here: