• 124: Andy Culligan – Aligning Sales & Marketing

  • Feb 3 2025
  • Length: 29 mins
  • Podcast

124: Andy Culligan – Aligning Sales & Marketing

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  • Summary

  • Guest: Andy Culligan Guest Bio: Andy is a marketing leader with a sales mindset. Andy excels in aligning marketing and sales teams to drive revenue growth. At AndyCulligan.com, he helps fast-growing SaaS startups achieve commercial success through strategic alignment. With nearly a decade of experience in SaaS martech, Andy has built and lead teams to success, making him the go-to CMO resource at a fraction of the cost. He is also the Founder & CEO of Purple Path, purplepath.io. Key Points: Sales Foundation: Need to have a strong foundation in sales and cold calling. Andy shared insights from his experiences. Career Journey: Andy discusses his transition from sales to marketing, focusing on digital marketing and marketing automation, eventually working in the tech and SaaS space for over a decade. Gaining insights from working in European markets and the US. Team Building: Building a team of fractional experts to provide cost-effective marketing and sales support, addressing a gap in expertise, particularly in SaaS. Sales and Marketing Alignment: Open communication is key. It’s essential to define what a lead is and establish clear expectations for nurturing those leads to avoid disconnects. Expectation Setting: Key to aligning sales and marketing is defining what a lead means and establishing clear expectations on how to nurture those leads. Success Stories: Andy shared an example of integrating SDR and marketing teams to improve pipeline creation, aligning compensation structures to incentivize collaboration. Scaling Strategies: Starting with company-level targets, calculating backward to determine necessary actions, and documenting plans to guide progress. Goal-Setting Importance: Stressed the significance of having clear, written goals and strategies, particularly for small to medium-sized businesses. About Salesology®: Conversations with Sales Leaders Download your free gift, The Salesology® Vault. The vault is packed full of free gifts from sales leaders, sales experts, marketing gurus and revenue generation experts. Download your free gift, 81 Tools to Grow Your Sales & Your Business Faster, More Easily & More Profitably. Save hours of work tracking down the right prospecting and sales resources and/or digital tools that every business owner and salesperson needs. If you are a business owner or sales manager with an underperforming sales team, let’s talk. Click here to schedule a time. Please, subscribe to Salesology®: Conversations with Sales Leaders so that you don't miss a single episode, and while you're at it, won't you take a moment to write a short review and rate our show? It would be greatly appreciated! To learn more about our previous guests, listen to past episodes, and get to know your host, go to https://podcast.gosalesology.com/ and connect on LinkedIn and follow us on Facebook and Twitter and check out our website at http://www.gosalesology.
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