{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Performance Delivered","title":"Why Marketing and Sales Alignment Fails (And How to Actually Fix It) | Gerardo Dada","html":"","width":"100%","height":180,"duration":1641,"description":"Marketing and sales alignment is one of the most talked-about, least-solved problems in B2B. In this episode, Steffen Horst talks with Gerardo A. Dada, CMO at Catchpoint and former marketing leader at Microsoft, SolarWinds, Rackspace, and Motorola — about why the fix isn't more meetings or Slack channels, but shared systems and shared metrics.Gerardo explains why marketing should be measured on revenue instead of MQLs, tells the story of a team that gamed its PQL numbers with free t-shirts (and what it cost the sales team), and lays out a practical path for aligning on ideal customer profile, buying-stage gates, joint budget decisions, and \"reverse forensics\" on won deals. He also makes the case against merging marketing and sales under one leader, and shares how to keep messaging consistent between marketing content and sales conversations.Topics covered:Why misalignment is a systems problem, not a communication problemThe cost of measuring marketing on leads instead of revenueHow to define ICP, buyer personas, and true buying-stage gatesKeeping marketing and sales in sync on long sales cyclesWhy a shared org chart isn't the fixBuilding a consistent narrative across marketing content and sales conversations","thumbnail_url":"https://img.transistorcdn.com/vnS29t4r5WROVgKOj8eawpVf7WhLuOOPwL94dPdp3Oo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iOWEz/MDA3OWQzNjM0ZWY1/YWJhNjlkNmYwYWMz/Njc1MC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}