Marketing Doesn’t Serve Sales - Dr. Jim Kanichirayil - Hard Corps Marketing Show - Episode # 325

Marketing Doesn’t Serve Sales - Dr. Jim Kanichirayil - Hard Corps Marketing Show - Episode # 325

Today’s guest is a researcher, author, podcast host, strategist nerd, leader, problem solver, and  public speaker. Dr. Jim Kanichirayil is the Talent Strategy Transformation Evangelist at Circa, the Co-host of Cascading Leadership Podcast, and the Co-host of the Talent Strategy 60 Live show. Dr. Jim shares why marketers need to be allowed to be the voice of the customer, why you need to empower junior marketers to innovate, and how marketing should handle sales.
 
Busted Myths:
  • Marketing does not exist to serve sales. Marketing is the voice of the customer. While marketing should operate to some degree as an arm of sales enablement, its focus should be on listening to what customers say. 
 
Takeaways:
  • Because organizations don’t allow their marketing teams to fully realize and execute on the customer voice, marketers are required to spend so much time and effort trying to justify their position and new initiatives. 
  • Organizations get too focused on finding the fastest way to execute something and find a result rather than trying to find the right way to do something that will also provide the best results. Focusing on speed means great opportunities are passed by and wasted.
  • Leaders at the executive level don’t have a tactical understanding of what’s required from sales and marketing throughout the buyer journey. This is why workers on the front lines of sales and marketing need to have the power to innovate.
  • Sales would never pass up a chance to get in front of decision-makers that fit their ICP, but they start disagreeing with marketing when it comes to the question of how they get to that point. 
  • Sales has been conditioned to chase the 3% of the market that’s in an active buy cycle, however, if Sales is unaware of that 3% before they entered the active buy cycle, they’re behind. At that point, you’re selling a commodity and you’ll be competing on price. 
  • AI is making major advancements and tools like Chat GPT entering the marketplace are going to absolutely obliterate modern selling. The way we sell now is not going to exist 24 months from now. Personalize your outreach!
  • Tools like Chat GPT will bring automation to many of the task-oriented roles throughout every function within enterprise-level companies. For example, there aren’t many open positions for switchboard operators on Indeed.
 
Quote of the Show:
  • “Organizations, in general, aren't allowing their marketing teams to actually run and fully realize and, and execute on the customer voice.” - Jim Kanichirayil 
 
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Hard Corps Marketing is produced and sponsored by Ringmaster, on a mission to create connections through B2B podcasts. Learn more at https://ringmaster.com/ 

Creators and Guests

Casey Cheshire
Host
Casey Cheshire
CEO & Founder of Ringmaster Conversational Marketing. Casey Cheshire is a marketer, serial entrepreneur, and adventurer. He has been in EO for close to 10 years and counts his relationships as a key reason for his continued success. Casey’s passion for podcasting led to him founding Ringmaster Conversational Marketing. Ringmaster helps B2B businesses launch podcasts that drive growth and revenue. Previously, Casey founded and ran Cheshire Impact for 10 years. It became the top Salesforce Pardot marketing automation solutions partner in the world before a successful exit in 2021. He is also a US Marine Corps Veteran where he served in the Infantry and deployed to some very hot climates. In his free time, Casey likes to skydive, climb mountains, and pretend to be a hungry bear for his two kids.
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